The Multi-Touch Attribution (MTA) report is the most granular report that Rockerbox provides. It includes all the marketing touchpoints that a user encountered prior to converting.
Here you can do a deep dive analysis on the conversion data collected by Rockerbox before any aggregation happens.
You’re able to inspect the customer’s path to conversion behavior and data for up to five tiers, which represent the marketing hierarchy as defined by the mapping rules.
You can inspect the time to conversion differences in each customer journey, which is the time between the first marketing event and the conversion event. In the example above, the left-most column shows the timestamp of the conversion. And the right-most column shows the timestamps of each marketing event along the path to conversion.
You can also view how the different attribution models interpret the data. In this example above, you can see the multi-touch, first touch, last touch, and even weight models with their respective conversion and revenue numbers.
MTA reports also enable you to do an analysis between two different conversion events. For example, most Rockerbox clients have multiple conversion events, and one in particular wanted to better understand the relationship between two conversion events — Add to Cart and Purchase. The client was able to find the Purchase Rate, or percent of Add to Cart conversions who actually Purchased. This, along with other insights, helped answer the client's question "Where should I allocate my budget?"
Other insights you can gain from the MTA reports include order details, user IDs, and the original URLs that customers clicked for each marketing event.
If you have questions about what the different columns mean in the MTA report, check out this handy guide.