Multi-touch attribution (MTA) relies on user-level data to understand the customer journey as a whole. For example, MTA helps you understand the likelihood of a customer converting when they view and click your Facebook ad versus when they don't, and how this likelihood changes with other touchpoints the customer has had with your brand.
However, with user-level data and third-party cookies becoming less available, MTA alone may not be the best bet for your marketing measurement needs. However, as part of triangulation, it can help fill particular gaps. This is especially true when combined with server-side tracking, which can create extremely valuable insights.
Limitations of MTA
While MTA is great for tracking user interactions across touchpoints, it has the following gaps:
Struggles with upper-funnel tactics: Channels like paid social, display, and video often don’t rely on clicks to show impact, making it hard for MTA to measure their true contribution.
Challenges with cross-device journeys: MTA can’t always track users moving across devices or browsers, especially with restrictions on third-party cookies.
Focus on short-term impact: MTA provides insights into immediate performance but doesn’t capture the bigger picture of long-term effects.