> For the complete documentation index, see [llms.txt](https://docs.sportradar.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.sportradar.com/ads/creative-specification/multi-touch-attribution.md).
# Multi-Touch-Attribution
### **Key Rationale**
* We understand that Attribution (i.e. giving the right channel the right "credit" for providing a new user) is a key question for judging the efficiency of marketing measures.
* As many iGaming providers operate on a last-touch attribution model, certain forms of advertising that do not favor clicks but rather views (in particular display- and video-advertising) are attributed less conversions than they in fact influence, thus their value is underestimated and as a result marketing budgets are distributed inefficiently.
* We are building strong bonds with a proprietary AdTech provider called "MTA" that can measure the impact of different marketing channels, identify overlaps between them and thus help to judge the real impact of different marketing measures.
### **1.Do I need to do technical implementations on my website?**
If the **Sportradar Tag Manager** and events like registration started, registration finished (incl. player/user ID), login, first time deposit (incl. player/user ID) exist on the website, the operator **will not have any technical integration** tasks beside those!
Sportradar has then the power to activate all needed tracking for the multi-touch attribution and the data collection can start.
### **2.How to track a campaign and different channels?**
In order to map channels and campaigns accordingly, the platform relies on **parameters passed via the click URL** and where it is possible **implementing the post view tracking pixel.**
* #### **Click URL instructions**
If you are using Google Analytics you might be already using UTM parameters.
These parameters are getting detected by the platform automatically. If the platform is not able to identify the right channel, these parameters can be mapped to the correct channel.
To allow for a true omnichannel tracking experience, it is important to have a strategy in place and to add parameters to each campaign, including but not limited to, Display, Search, Affiliates, E-Mail etc.
Examples **Click-URL** how those should like as the users lands on your website coming through different online marketing channels:
```html
http://www.mybettingprovider.com/?utm_source=newsletter&utm_medium=email&utm_campaign=odds-boost
http://www.mybettingprovider.com/?utm_source=affiliate&utm_medium=mybestaffiliates&utm_campaign=odds-boost
http://www.mybettingprovider.com/?utm_source=display&utm_medium=adform&utm_campaign=odds-boost
http://www.mybettingprovider.com/?utm_source=display&utm_medium=adform&utm_campaign=odds-boost
```
UTM to start with:
* utm\_source --> to be specified.
* utm\_medium --> to be specified
* utm\_campaign --> to be specified (optional for now)
* #### **Post View Tracking Pixel instructions**
In order to track also the post view user flows from different channels, you will need to implement also a pixel from Sportradar multi-touch attribution product.
To allow for a true omnichannel tracking experience, it is important to have a strategy in place and to add parameters to each campaign, including but not limited to, Display, Search, Affiliates, E-Mail etc.
This pixel will give Sportradar the power to measure the user flows on viewing the advertising and not only clicking on it. Which will increase the insights and analytics of your marketing channels.
Of course, the post view pixel can meet some limitations on your side where you would not be able to add it like, e-mail newsletter, affiliate etc. BUT all possible channels should contain the pixel to deliver additional insights.
Please use the predefined pixel shared and your unique client ID will be shared by Sportradar:
```html
https://tracker.growthbuddy.app/i.gif?i=[Client ID]&dgr=[Channel Group]&dch=[Channel Name]&dca=[Unique Impression Value]
```
Example **Post View Pixel** how it is triggered through example online marketing channels, with replaced example values on the needed parameters:
```html
```
---
# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.
## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.
Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:
```
GET https://docs.sportradar.com/ads/creative-specification/multi-touch-attribution.md?ask=&goal=
```
`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.
Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.