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Funnel glossary: Multi-touch attribution (MTA)

Understand what these terms related to multi-touch attribution (MTA) mean in Funnel.

S
Written by Sowjenya Parthasarathy
Updated this week

Here are some of the terms you may come across when you explore multi-touch attribution (MTA) in Funnel.

Term

Definition

MTA

Multi-touch attribution, a model that distributes conversion credit across all influencing touchpoints.

LSTM

Long short-term memory, a type of neural network used for modeling sequences like user journeys.

CPA

Cost per acquisition; calculated as spend divided by attributed conversions.

ROAS

Return on ad spend; calculated as revenue divided by spend.

GCLID

Google Click Identifier, used to match ad clicks with conversions in Google Ads.

CLV

Customer lifetime value, the predicted total value of a customer across their full relationship with a brand.

MMM

Marketing mix modeling, an aggregate model used to measure the impact of media spend on business outcomes.

Adstock

A modeling concept that captures the lingering effect of advertising over time.

Saturation

Describes diminishing returns from additional media investment in a given channel.

Deterministic ID

A user identifier that can be reliably matched across sessions and platforms, such as email or customer ID.

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