Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Adtriba's Multi-Touch Attribution (MTA) measures marketing performance across channels.
Adtriba's onsite pixel captures all entries from marketing activities and organic channels at the user level. Each entry is called a touchpoint. Adtriba aggregates user touchpoints into sequences. When a sequence of touchpoints leads to a conversion, it is a customer journey. When a sequence does not lead to a conversion within 60 days (the lookback window), it is a user journey. Based on touchpoint sequences, the Adtriba MTA algorithm dynamically calculates the proportional success of each touchpoint and marketing activity across all digital actions and channels. In addition to the default MTA, Adtriba provides a CLV MTA that uses a user's lifetime value instead of a single conversion value.
Which method does the MTA use?
Adtriba uses a machine learning algorithm based on a deep learning framework (LSTM). The model trains on user and customer journeys. By comparing converting and non-converting touchpoint sequences, the model calculates weights for each touchpoint and its effectiveness within different sequences. The model estimates incremental conversion probabilities based on a touchpoint and event. This estimation is the basis for Adtriba attributed values used in dynamic attribution.
Does the MTA include view contacts in attribution?
In the Adtriba MTA, a view contact is included in the customer journey like any other touchpoint. Adtriba distinguishes between social views (display views from social platforms such as Facebook and Instagram) and user-level views. Social platform view data cannot be included in the regular customer journey because it is not available at the user level. Adtriba uses its UMM (Unified Marketing Measurement) modeling approach for this data.
How does Adtriba handle app traffic in the MTA?
Adtriba has native integrations with AppsFlyer and Adjust. These integrations provide the data needed to include app touchpoints in the MTA.
How can you use the results?
Adtriba returns attributed values to Google Ads based on individual Google Ad clicks, fully automated. You can use attributed credits in Google Ads campaign management for reporting or bidding.
Adtriba provides a dashboard to evaluate channel and campaign performance, including comparison to common rule-based models. It focuses on performance metrics such as ROI, ROAS, and KUR.
Adtriba's raw data export provides relevant KPIs at the touchpoint, cookie, or conversion level. You can use Adtriba results in your internal systems and run advanced analysis.
You can also use Adtriba results to remunerate affiliate partners. The MTA algorithm incorporates qualitative on-site events to ensure that affiliate touchpoints are not overrated.
What else should you consider?
MTA figures can change within 3 days. This is because the Google Ads API delivers data with a delay of up to 3 days.