The State of Multi-Touch Attribution in 2025: What’s Working, What’s Broken, and What’s Next
Update: 2025-06-18
Description
Multi-touch attribution (MTA) is having a moment. In this episode, Brad Redding (Founder of Elevar) is joined by Jacob Rokeach (Founder, Fluency Firm) and Fei Wang (Founder, SourceMedium) for a brutally honest, insight-packed deep dive into where MTA stands today—and where it’s headed in an AI-dominated future.
This episode covers:
- What’s changed in the past year in attribution expectations and tooling
- The real-world complexity behind UTM data, funnel depth, and session gaps
- Why many brands are still flying blind despite better tools
- Building a lean, modern MTA tech stack that doesn’t cost $15K/month
- Creative ways brands are DIY-ing attribution
- The rise of AI-driven analytics agents—and how brands should prepare
- Why clean data and naming conventions still win over "black box" views
📌 If you're spending >$200K/month on media—or want to—you can’t miss this one.
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