Self-Reported Attribution in MTA Reports
SegmentStream now integrates self-reported attribution answers to multi-touch attribution reports!
Sophie RennEditorial Lead
|July 8, 2025|1 min read
We're excited to announce a new ✨ product update — Re-Attribution.
If you're collecting self-reported attribution insights (e.g. “How did you find out about us?”) — whether through predefined answers or free-form fields — you’ll often notice that people respond with channels like “Facebook” or “Instagram,” even though your analytics attribute the conversion to Direct or Brand.
With this new update, self-reported attribution is now fully compatible with SegmentStream’s MTA reporting, enabling deterministic, user-level analysis.
For some clients Facebook’s ROAS nearly tripled after re-attribution, while ROAS for brand campaigns dropped — clearly illustrating how much traditional models tend to over-credit them.
If you're collecting self-reported attribution insights (e.g. “How did you find out about us?”) — whether through predefined answers or free-form fields — you’ll often notice that people respond with channels like “Facebook” or “Instagram,” even though your analytics attribute the conversion to Direct or Brand.
With this new update, self-reported attribution is now fully compatible with SegmentStream’s MTA reporting, enabling deterministic, user-level analysis.
For some clients Facebook’s ROAS nearly tripled after re-attribution, while ROAS for brand campaigns dropped — clearly illustrating how much traditional models tend to over-credit them.
Re-attribution Example