TL;DR MMM is top-down portfolio regression; MTA is bottom-up per-conversion touchpoint credit Pick MMM for brand, offline, and long lift windows; pick MTA for per-ad weekly optimization Above ~$1M annual spend, mature teams run both — MMM quarterly, MTA daily MMM and MTA are not competing tools; they answer different questions. Marketing Mix Modeling (MMM) […]
TL;DR What Is Multi-Touch Attribution? Most marketers think multi-touch attribution is just a model selection problem. It isn’t. It’s a data-collection problem. If you’re solving the wrong problem, no model in the world will fix your numbers. I’ve spent years running ads for Hyros and watching businesses make expensive decisions on broken data. Multi-touch attribution […]
TL;DR First-click attribution credits the channel that brought a customer to your brand for the first time; last-click attribution credits the final channel before the sale. First-click gives you discovery signal for top-of-funnel campaigns; last-click gives you closing-power signal for retargeting and direct-response campaigns. Neither model accounts for the touchpoints in between, so any business […]
Most people picking an attribution model ask the wrong question. They ask “which model is more accurate?” when the real question is “which model produces the budget decisions I can actually act on?” I’ve watched advertisers spend months trying to find the perfect model when the data going into it was broken from the start. […]
Most advertisers using last-touch attribution have no idea it is costing them money. I’ve seen this pattern hundreds of times across Hyros accounts: a business spending real money on multiple channels, confidently making budget decisions based on a model that credits the final click and ignores everything that got the customer there. The model is […]
Multi-touch attribution grows revenue more reliably than last-click for any funnel with more than one touchpoint per customer, which in 2026 is nearly every paid media funnel. Last-click gives 100% credit to the final ad before purchase; multi-touch distributes credit across every touchpoint. The choice determines budget allocation and whether your growth compounds or stalls. […]
