How is Provalytics different from Multi-Touch Attribution (MTA)?

Multi-Touch Attribution (MTA) relies on user-level tracking, typically through cookies, to assign credit to touchpoints. However, this approach has become increasingly unreliable due to privacy changes, signal loss, and walled gardens.


Provalytics delivers similar levels of granularity without these limitations.


Key differences include:

  • No reliance on cookies or user tracking
  • Measures channels that MTA cannot (e.g., CTV, offline, upper-funnel)
  • Captures delayed and indirect effects, not just immediate interactions
  • Provides a complete view of incremental impact

Provalytics offers the precision of MTA with the accuracy and completeness of modeling, making it a more reliable solution in today’s environment.

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