You’ve likely been using Google Analytics for a while now. It’s invaluable for many things, like providing a single source of truth for conversion counts. But as you expand the scope of your marketing, you start to realize its limitations.
For instance, GA’s attribution models are rule-based, so they fall short in determining how much credit each ad platform deserves for a conversion. Even worse, if you’re looking to track off-site impressions or any offline marketing (e.g., direct mail, TV ads), GA isn’t able to do this.
Now you may be thinking: Does it make sense for me to steer away from GA and implement multi-touch attribution?
Not everyone is ready for multi-touch attribution — it’s not just a box to be checked. Think about it like buying a house: it can be a big step towards financial success, or it can be a leap into instability.
Here’s what being a good MTA candidate typically looks like.
You wouldn’t buy a house without planning for how it will get furnished, renovated and turned into a long-term asset. Similarly, you wouldn’t invest in MTA without planning for what data goes into it, how it will be maintained and how it will add long-term value.
When you’re actually ready for MTA, you’ll find it to be a necessary supplement to Google Analytics — bringing you a lot more opportunity and less wasted spend for years to come.