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. |