Last-click records where an order was credited. MTA can make earlier recorded activity easier to investigate, but it remains an observational view.
Key moments
- 0:01 What multi-touch attribution can show: the visits a customer made before buying, if it sits on a strong first-party foundation.
- 0:27 Events can go missing even for one customer, for example at checkout, so the dots need connecting.
- 0:44 Order ID is a common key for linking ad platforms, web analytics, and first-party orders.
- 1:08 With linked data you can spot upper-funnel channels and build profiles of customer journeys.
What this video covers
I cover the foundations an attribution view needs: event capture, identity and order reconciliation, consistent definitions, and the discipline to treat MTA as observational evidence. When the decision is causal—whether a channel created incremental sales—a credible test is the better tool.
Read the related guide: Multi-Touch Attribution for Ecommerce