From the course: Introduction to Attribution and Mix Modeling

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What is multi-touch attribution (MTA)?

What is multi-touch attribution (MTA)? - Google Analytics Tutorial

From the course: Introduction to Attribution and Mix Modeling

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What is multi-touch attribution (MTA)?

- [Instructor] So, what is Multi-Touch Attribution? Well, attribution is a word we hear all the time, but what does it really mean to a modern marketer? The truth is lots of folks use it to mean many different things, but I want to pack a few of those things here so you can figure out what it means to you and your business. Let's take a look at one of the most basic examples. Step one, we're going to search for a product on Google. Step two, we're going to visit the website for that product by clicking on a paid search ad. Step three, purchase. And Google Analytics and other web analytics tools can measure this kind of performance very well. You visit the site, you check out, and the credit's going to go to the ad or the referring site or whatever thing drove you to the site where you then checked out. And here we see an example of that. These are all the various channels and how many times they led to both visits and transactions and the dollar amounts for those transactions are…

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