Let’s be honest: Multi-touch attribution (MTA) has always been challenging to pull off. Even before Facebook and Apple walled off their data, there wasn’t enough impression-level data to build an accurate model. In fact, MTA models often yield eerily similar outputs to last-touch attribution, suggesting that budgets should shift toward retargeting and branded search tactics. That isn’t always the right recommendation.
To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate.