Source Medium Multi-Touch Attribution FAQs

Source Medium MTA takes multiple data sources reporting many customer journeys, unifies them into a single schema and assesses their quality, then combines the best of those purchase journeys with Marketing Data, Orders Data, Customer Data, and User Inputs to create a Unified Purchase Journey Dataset. View this process in the figure below.

• The attributable value is true when there is at least one touch point, for a given model dimension, on a given customer purchase
• The attributable value is false (non-attributable) when there are no touch points for a given model dimension, on a given customer purchase
• Purchases and Revenue are both attributable metrics, for each of the three model dimensions

A touch point occurs any time a customer interacts with a Marketing Channel, Ad Creative, or Landing Page during a purchase journey. Touch points are tracked by the time the event occurred, and the interaction that took place. The dimension value of a touch point is the specific Marketing Channel, Ad Creative, or Landing Page that the customer interacted with at that touch point. The Distinct Dimension Values then, of a purchase journey, is the collection of unique Marketing Channels, Ad Creatives, or Landing Pages that a customer interacted with throughout their purchase journey—no dimension value is counted more than once even if a customer interacted with it multiple times.

• A purchase journey includes all recorded touch points leading up to a purchase made by a customer, an example is displayed in the figure below
• Source Medium MTA standardizes purchase journeys to the GA4 E-Commerce Event Schema that you may already be familiar with
• There are often many data sources reporting many purchase journeys for each purchase, Source Medium MTA selects the highest quality purchase journey available by number of valid touch points—read more on this in the modeling section below

Multi-Touch Attribution is a type of marketing data model which accounts for the many marketing interactions each customer has with your business before a purchase, rather than only accounting for a single interaction as many typical marketing models do.

Marketing interactions happen with customers in the form of touch points—many touch points make up a purchase journey, and many purchase journeys make up a multi-touch attribution data set. Click the tabs below to read more about each of these concepts.

Source Medium MTA Built-in Reports are part of a standalone dashboard separate from your main Source Medium dash. After MTA is enabled for your account, the dashboard link will be pinned to your shared Slack channel or sent via email/gchat if you do not use Slack.

• Source Medium MTA modeling enables three different attribution types:
  • First Touch: Assigns all credit to the first valid touch point in the purchase journey
  • Last Touch: Assigns all credit to the last valid touch point before the purchase
  • Linear: Distributes credit equally among all valid touch points

Needs answer. To include verifying GA4 setup, links to Google Analytics documentation.