Multi-touch attribution (MTA) is a method in marketing analytics that evaluates the impact of each touchpoint in a customer’s journey towards a conversion. It assigns credit to various marketing channels and interactions based on rules, acknowledging their collective role in influencing the customer’s decision. One type of MTA is U-shaped attribution, which always allots the most credit to the first and last touchpoints along the customer journey to conversion.
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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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