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Multi-Touch Attribution (MTA) definition

Multi-Touch Attribution (MTA)

A model that assigns value across multiple user touchpoints before conversion to assess each channel's impact.

Measurement Frameworks
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More terms of Measurement Frameworks

Post-Install Event (PIE) mobile-advertising-glossary-metrics

An action taken by a user after installing an app, such as registration, subscription, or purchase.

Measurement Frameworks

Last Click Attribution mobile-advertising-glossary-metrics

This model gives 100% credit to the last ad clicked before a conversion.

Measurement Frameworks

Funnel Analysis mobile-advertising-glossary-metrics

A method for tracking user progression through steps in a conversion path to identify drop-offs.

Measurement Frameworks

Brand Lift Metrics mobile-advertising-glossary-metrics

Measures the impact of an ad on brand awareness, recall, preference, or intent. Usually done via surveys or panel data.

Measurement Frameworks

Attribution Window mobile-advertising-glossary-metrics

The attribution window defines the time period within which a user’s action is credited to an earlier ad interaction.

Measurement Frameworks

Lookback Window mobile-advertising-glossary-metrics

Defines how far back a click or impression can be tied to a conversion for attribution purposes.

Measurement Frameworks
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