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Setting up MTA with Funnel

Understand the requirements to run MTA in Funnel.

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Written by Sowjenya Parthasarathy
Updated this week

Tracking setup and data requirements

To run multi-touch attribution (MTA) in Funnel, you need a reliable source of event-level data. This data must include all relevant marketing interactions leading up to a conversion, including those from users who did not convert.

Funnel's MTA setup supports a wide range of input signals. At a minimum, the following data types are recommended:

  • Clicks and impressions from all paid and organic channels

  • Conversion events, such as purchases or signups

  • Optional behavior signals, such as page views or product interactions

To enrich attribution accuracy, it is helpful to include additional metadata, such as campaign IDs, device types, and user identifiers.

Supported tracking tools and data sources

Funnel’s MTA implementation integrates with several common analytics and tracking platforms to ingest user journey data. These include:

  • Google Analytics 4 (GA4): Raw export, not just aggregated reports

  • Segment, Tealium, and Adobe Analytics: For tag management and behavioral event streams

  • Appsflyer and Adjust: For app-level attribution on iOS and Android

  • CRM systems or internal databases: For first-party data enrichment

These integrations ensure that both web and app journeys can be captured with the level of granularity needed for effective modeling.

Mobile apps and cross-platform journeys

If your marketing strategy involves mobile apps, it is important to track in-app interactions using tools like Appsflyer or Adjust. These platforms provide detailed data on app installs, in-app events, and deep linking behavior.

Cross-device journeys can be stitched together using deterministic identifiers, such as a hashed email address or customer ID. This improves attribution accuracy across mobile, desktop, and other digital platforms.

Ensuring data quality

High-quality attribution depends on high-quality data. Funnel recommends the following to ensure modeling accuracy:

  • Use server-side tracking where possible to reduce reliance on third-party cookies.

  • Enable deterministic ID tracking using email hashes or user IDs for identity resolution.

  • Ensure comprehensive event coverage across all marketing touchpoints, even for users who did not convert.

  • Account for consent model implications, particularly in regions with strict data privacy regulations.

Funnel can extrapolate for opt-out users based on modeled patterns from available data, but the more complete the raw input, the more reliable the attribution.

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