In the context of Multi-Touch Attribution (MTA) models, the feature or step within a script like strongmta.sql is designed to transform raw, event-level marketing data into a structured format suitable for attribution modeling. Core Functions of the "Prepare" Feature
: A concatenated string or array of channels (e.g., Social > Search > Email ).
: The script applies logic to filter out interactions that occurred outside a defined lookback window (e.g., 30 days) and identifies which touchpoints belong to a single conversion cycle [2, 5].
: It aggregates individual touchpoints into sequential "paths." This involves grouping all interactions a user had leading up to a specific conversion event [4].
: It standardizes timestamps, user identifiers (UIDs), and channel names across different platforms (e.g., Google Ads, Facebook, Organic Search) to ensure a unified view of the customer journey [1, 3].
E-mail address
