Multi-touch attribution (MTA) was once the poster child of marketing trends. Its grand promise? Implement MTA and a marketing team could unlock a consumer’s much-desired “path to purchase.” Via tracking users across devices and ads, using consumer identity and clicks to determine what led to purchase, measuring the effectiveness of marketing campaigns seemed not only probable but a definite probability. But flaws abounded: largely because half of all online purchases have two or fewer clicks prior to purchase. Throw in missing cookies and gaps in third-party data, the models and measurements quickly become inaccurate.