Model Application and Impact

What is Multi-touch Attribution (MTA)?

Multi-touch attribution enables you to see the true impact of each touchpoint in driving a user to convert, regardless of what sequence of that touchpoint (order in the user’s path to conversion)

This ensures that mid-funnel and upper-funnel placements are receiving credit relative to impact.

See more on methodology at Multi-Touch Attribution (MTA) Model overview

Model application and Impact

Let’s look at a sample path to conversion to highlight model application and impact on how revenue is distributed.

How do the weights determined in the model build get applied to an individual user’s path?

As seen in the example below, the absolute weight that was derived against each touchpoint during the model build can be seen in relation to the relative weight.

The absolute weights against each touchpoint are normalized against each other in the user’s path so that each conversion always equals 1.

Then how is revenue distributed against each touchpoint?

As seen in the example above, against a $150 order, revenue is distributed across ALL placements relative to their impact.

You see in relation to first touch or last touch - where 100% of the revenue gets distributed based on where in the path that touchpoint happened, the multi-touch revenue gets fractionally distributed based on the relative weight.

How did we do?