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Measurement
MTA
Multi-Touch Attribution
MTA distributes credit across several observed touchpoints in journeys that end in a conversion.
- When it applies
- It applies when there is enough coverage of identifiable journeys and teams want to compare contribution models across digital touchpoints.
- What it is confused with
- Attribution does not prove causality. Signal loss, closed channels, and model choices can alter the allocation.
- Architecture consequence
- It should be published with its rules, coverage, and exclusions and compared with experimentation or aggregate measurement where possible.