In marketing, MTA refers to Multi-Touch Attribution, a technique used to evaluate the effectiveness of different marketing channels and touchpoints throughout a customer’s journey. It’s one technique that marketers use to understand which channels and strategies are most influential in driving conversions.
You can read more about MTA in marketing in our larger guide to multi-touch attribution.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is Google’s attribution model?
Within Google Ads, Google lets you choose which attribution model to use for each conversion action.
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