Cookie deprecation
The phasing out of third-party cookies by browsers and platforms, reducing the accuracy of pixel-based and user-level tracking tools like MTA.
More Attribution terms
Attribution
The practice of assigning credit for conversions or revenue to marketing channels or campaigns.
Channel-level attribution
Measuring performance aggregated at the channel level (e.g., all of Meta vs. individual Meta campaigns).
First-touch attribution
A single-touch model that gives all conversion credit to a customer's first interaction with a brand.
Last-touch attribution
A single-touch model that gives all conversion credit to the final interaction before a conversion.
Linear attribution
An MTA model that distributes conversion credit equally across all touchpoints.