Los modelos de atribución no deben tratarse como una verdad absoluta

and for that we use those MTA models so we use triple well all the time as well as on platform and that is perfectly great signal to understand is a doing better than b not how great they're doing in aggregate right because if you did that you would go and put all your money into let's say branded search it on the surface on the last click tells you that you have a 15x row as and you would be a gazillionaires just putting all your money into this right and so you can see is branded search doing better or worse compared to itself over time but to really understand essentially what tool in the…

Bonus: Meta and True Classic: Zero to 9 Figures in Two Years, Powered by Meta Advertising · 2023 · comprobar

and last touch is such a misnomer because Google can't see the first touch this should say first touch that we can track and last touch that we can track touch it's the first touch we can track profound first touch we can track which by the way is probably one of the very last touches in their sales cycle prob the first touch we can track is probably their 498th touch it's the second to attribution but that's the thing is all these data driven marketers are like oh first touch attribution and this is clearly acquisition campaign no it isn't

Enemies No More: Using Google and Meta Together for 10x Returns Part 2 | Perpetual Traffic EP 564 · 2024 · comprobar

what I'm hearing a lot is multi-touch attribution is a good idea and it should help businesses often the people that install data the downside is it empowers folks to make very minute decisions very actionably and a very low level which might get in the way of the overall like success like stepping over you know just picking up every penny on the ground instead of making money instead of making real significant and one of the issues is nobody the biggest question is well how do we measure incrementality how do we understand that this thing is doing anything so instead of being able to solve…

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

mtas the issue that I'm seeing is that people are using it to justifi to give them enough information to execute old thinking that's getting in the way it's really setting them up for scale and understanding the impact of one marketing effort on another there so it's leaning you more into the ability to understand incrementality and less in the hope of just attribution to many sales to one businesses the information that they care about is how do I find incrementality in my business not what worked for me yesterday that can throw more money at today or the successful ones and that media mix…

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

in sales with 235 new customers coming from sms i'm just using meta as list building right now yeah so no john no john it's attentive that's getting all those customers for you first click text message first click text message thanks attribution please all when you look at attribution if you just turn that into gospel you're gonna have a bad time well i should say this if you're looking at attribution as gospel ai could do that so please don't try to put yourself in a position that can be on this channel and on this show is to look at the broader view and how all the channels work together

3 Mind-Boggling Ways Triple Whale Is Screwing Your Business · 2025 · comprobar

So I have to attribute a hundred percent of that revenue to myself. And the only difference between platform attribution, and then we go to, let's just say triple whale, right? They will then have attribution logic that says, okay, but you know what? Sure. Email says, uh, it had, you know, that, that click and then sees an order, but it aggregates all that information. Yeah, but you know what? Gmail also had a click, right? And saw the open. And Facebook also had a click and saw the open, right? And it's not, it's not actually aggregating information from those platforms. It has their own…

Ep 33: Clicks, Opens, Purchases, and Bot Traffic: What Email Platforms Aren’t Telling You | TWBERP · 2025 · comprobar

integration and stuff and often I found like well we're going to find a weighted average that makes was what made the manager of each platform look good it was like the balanced waiting of everybody keeps their their job right and I've also seen ad agencies do it where the balanced waiting is basically they put a thumb on the scale to make sure that they can take as much credit for something that happens and I working but it's like yeah but that's only in the medium mix you have retroactively when looking at that customer base and as soon as you change the offer as soon as you change the…

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

know I I always tell people the average customer journey is weeks or decades problem is every customer Journey profile is different right you and I might buy the exact same thing but that touch point of the Facebook ad and the YouTube ad and the search and the email are all widely different so it's effectively impossible to truly model each individual customer journey to say who gets credit for what um and I hear

Are You Making These Facebook Ads Mistakes That Are Costing You Money? · 2024 · comprobar

that you don't actually see um causation and the thing you assume a correlation you assume causation when you see a lot what you're doing is you're just before deciding and you and you you tell yourself a story and the story makes sense and you've brought meaning to the data um but the meaning is uh storytelling which makes sense um vision of what's happening but it doesn't actually tell you why and then we don't realize that we're bringing the why to it and then making uh uh investment decisions accordingly um so it relies on tagging and cookies and you

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

why this is all the time and John actually has a case study here today where he shows that nearly a quarter of the revenue quarter of the revenue 25% maybe even 30% of the revenue for this particular business doesn't even appear inside triple whale because of the way that they track and the way that they track is basically they get blocked by all the ad blockers they get blocked by all the att prompts all the actually gone to a triple whale account and deciphered this and actually compared it with the source of truth

3 Mind-Boggling Ways Triple Whale Is Screwing Your Business · 2025 · comprobar

calibrate your MTA. Now, this is you're going to go with this calibration of a multi-touch attribution tool, you have to know that the answer like Northbeam, what they're giving you is objectively wrong and you're going to have to always put a multiplier on it. And that multiplier is going to have to be updated on a weekly or monthly basis. Otherwise, it's completely useless. And my impression is if you know it's wrong and when you get the data, you then have to do more math to try to put it into context, you probably just shouldn't be using the bad data to begin with. That's

Meta Performance Summit: MASSIVELEAK · 2025 · comprobar

like it's not about the thing that's lucky enough to be the last touch point in this customer Journey right it's part where attribution doesn't really even matter because it's not a thing it's not real right and like something that I love to touch in on is that like attribution is sort of this like it's a lie like you can't actually make decisions off of that information because it's not realistic right and when you chase that it becomes uh discover a product on a Facebook ads and on smartphone and then probably they buy after on desktop so PC because in way family there is one PC so also…

I Spent 30 Days Mastering Facebook Ads and CRUSHED It! · 2025 · comprobar

you know uh heavy tagging um in which the tagging get everything kind of Tagg tagged correctly so that um the MTA system itself can count every impression every click Etc that happens um and then and then look at the journeys um of individual buyers um or converters and kind of see all right so you know in sequence what what were what were people kind of assigned back uh a value to each of those touches according to how many people that did those touches converted um but it's a counting up of sequential Impressions and sequential engagements with advertising as well as owned media um and then…

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

when it happened in 2021, it was like spring. And then everyone was trying to scramble and figure it out. Meta didn't have, or Facebook at that point in time, didn't have an answer. And you just all of a sudden lost tracking literally overnight. And if you had a lot of Apple users and most of them were at that point in time, it was a really, really hard time for any advertiser agencies included. And we didn't have an answer for it. We were struggling with, we were in the throes of making our first investment in Wicked Reports at that point in time and ended up doing so. The point was,

Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4 · 2025 · comprobar

but it's nothing is just difficult as doing all that gagging but yeah uh like all that tagging that's within MTA is just a really really time consuming and a lot of room for you also puts a lot of burden on the client yeah right absolutely like for us you spend six months on your Dev team a lighter weight and either I think that

Ben Tiernan from SepulvedaPartners explains his Multi-Touch Attribution Suggestion Engine, I LOVE IT · 2022 · comprobar

think it's actually a nice uh service for Brands and brands have been adopting um mtas more regularly because they're looking for more measurement on kind of what's you know what's contributing uh in the end to Brand development and you know how does our brand work ultimately convert into sales um and MP has proposed to answer that at least in lot of the main adoption which is trying to answer the question for brand advertisers how does our upper funnel mid funnel uh end up translating into some sort of a online conversion uh and I think it's most helpful there and

5 Shocking MTA Revenue Secrets Ben Tiernan Doesn't Want You to Know · 2024 · comprobar

But remember, most of those platforms, especially Google Analytics, is the absolute worst because it just ignores probably 50, 60% of traffic. A lot of the other attribution softwares that are out there, all the data that you see is modeled data. Basically, they're capturing maybe two out of five clicks and they're modeling the other three based upon what happened with the first two. Out of 10 clicks, they're capturing maybe four or five. The most, the other six or so are being modeled, which is not a great way to run a business because you're really flying blind.

Hit the Google Ads Ceiling? Here's the Creative Strategy That Breaks It · 2026 · comprobar

attribution as we know is certainly as extinct as we knew it 10 years ago is digital marketing and 2024 and it's not going to change anytime soon it's not going to get less opaque so you might as well just just unless somebody can figure out how to track a view uh and an impression in some third party tracking software which is not happen in every single Channel across every single channel the entirety of a timeline that it takes somebody to convert I I'm just Leap Forward but like you're never going point is is like this is the reality of what we live in right now so make sure

Enemies No More: Using Google and Meta Together for 10x Returns Part 2 | Perpetual Traffic EP 564 · 2024 · comprobar