The Truth About Multitouch Attribution: Why Most MTA Solutions Fall Short

Charley Tichenor IV
1 min readApr 7, 2023
Photo by Andras Vas on Unsplash

MTA, or multitouch attribution,
is designed to solve the problem of how we reach the customer in multiple ways,
who deserves credit.

This is been an issue facing digital marketers for over 20 years.

There have been countless potential solutions that have hit the market,
including such things as Northbeam & Hyros or Wicked Reports & Triple Whale.

Most of these MTA solutions promise to deliver an accurate read on the customer journey.

With that, you can begin to optimize that customer journey to make more money & scale your business.

These MTA solutions are built on the idea of who gets credit for what ultimately shares a common ideal customer use case, ad agencies, or brands with multiple internal marketing teams.

This is also one of the reasons that they are tremendously flawed…
they deliver on the promise of the product when they can allow individual marketing efforts to take specific credit for a percentage of revenue.

However, if the point of looking at this information is to grow your business, the vast majority of these tools do not meet your needs because they are not designed the solve your questions.



Charley Tichenor IV

FB Top 100 Advertiser - I've helped drive well over $1B in revenue - Broad & Dynamic Ads since ‘18 - Founder of