Library · Traffic · How to run this
Multi-touch is not last-click
Multi-touch $ and last-click $ can disagree on the same spend. Gap % = (MT − last-click) ÷ last-click. Type multi-touch $, last-click $, and spend $.
Pair: Multi-touch vs last-click on Traffic. CPU: CPU vs CPS. Platform: platform vs modeled.
What you type
Multi-touch $ — multi-touch attributed revenue for the window.
Last-click $ — last-click attributed revenue on the same window and spend.
Spend $ — ad spend for that window.
MT ROAS = MT ÷ spend. Last-click ROAS = last-click ÷ spend. Gap % = (MT − last-click) ÷ last-click. Bid on the book you trust — do not invent a gap chip.
What not to do
Do not invent a gap percent. Do not mix windows between MT and last-click. Do not treat last-click as contribution. Do not ignore spend when the dollar gap looks small.
Related: Traffic, CPU vs CPS, platform vs modeled, tracker vs CRM vs settled.
Procedure
- Type multi-touch and last-click attributed $.
- Type spend $ for the same window.
- Bid on the book you trust — do not invent a gap chip.
Failure modes
- Inventing a gap percent.
- Mixing windows between MT and last-click.
- Treating last-click as contribution.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- MT vs last-click gap %
- (Multi-touch $ − last-click $) ÷ last-click $. Both ROAS lines use the same spend.
Work with us — We run this job on your accounts. Services
FAQ
- Is this CPU vs CPS?
- Related tracker book. [CPU vs CPS](/manuals/redtrack-cpu-vs-cps) is cost per unique vs cost per sale. This page is multi-touch $ vs last-click $ on one spend.
- Is this platform vs modeled?
- Related gap. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) is platform vs MTA revenue. This page is tracker multi-touch vs last-click.
- What gap percent should I invent?
- None. Type both attributed dollar books and spend from the same window.