Beyond last touch: what MTA reveals about your real ROAS

Your users rarely see one ad, click once, and convert.

They discover you on one channel, see you again somewhere else, and may finally convert through a completely different touchpoint. Last-touch attribution records the final interaction, but can miss much of what influenced the conversion before it.

That matters when you’re deciding which channels deserve more budget, which are driving real value, and which only look efficient because they happened to close the conversion.

In this panel, leaders across measurement, ad platforms, and programmatic buying unpacked what changes when you look beyond the final touch, and how to turn a fuller view of the user journey into smarter measurement and budget decisions.

What we covered

• MTA vs. last touch: what each model tells you and where each fits
• Before the conversion: how assists, overlap, and view-through influence reveal hidden channel value
• The performance shift: how to interpret changes in CPI, ROAS, and channel contribution
• From insight to action: when MTA should change budget, optimization, or how you read performance
• Making MTA operational: how to use it alongside last touch and incrementality
• Getting started: what a practical MTA rollout looks like