Why does a channel not appear in MTA results?
There are a few possible reasons:
Tracking might be missing for that channel during the selected time period.
The channel may not have generated any conversions during the timeframe analyzed.
The model may exclude the channel if data volume is too low to assign reliable attribution weights.
The touchpoints associated with that channel might fall outside the modeled conversion window.
Can I use MTA with just mobile app data from Adjust or Appsflyer?
Yes. Funnel supports MTA using mobile attribution data sources such as Appsflyer and Adjust. However, MTA becomes more accurate and comprehensive when enriched with additional data, such as server-side tracking, CRM events, or GA4 exports.
How does Funnel handle cross-device attribution?
Funnel prioritizes deterministic user identifiers, such as hashed email or customer ID, to unify sessions across devices. If such identifiers are unavailable, the model uses the highest-order identifier available. Cross-device gaps may still occur when sessions cannot be stitched reliably.
What happens if conversions appear to be under-attributed?
Under-attribution can occur when:
Touchpoint data is incomplete or tracked inconsistently.
The conversion happens outside the modeled time window.
The user journey includes channels that fall into untracked or underrepresented categories.
If you observe consistent under-attribution, review the data pipeline for missing sources or inconsistent tracking.
How does Funnel handle bot traffic or noise?
Funnel applies data cleansing logic during preprocessing to remove known bot traffic patterns, outliers, and noise. This helps ensure attribution results are based on genuine user journeys. However, very low-quality data may still require additional filtering on the source side.