Measures marketer trust in multi-touch attribution outputs and identifies perceived channel biases. Designed for marketing, analytics, and media professionals who work with attribution data to inform budget and optimization decisions.
What's Included
AI-Powered Questions
Intelligent follow-up questions based on responses
Automated Analysis
Real-time sentiment and insight detection
Smart Distribution
Target the right audience automatically
Detailed Reports
Comprehensive insights and recommendations
Template Overview
24
Questions
AI-Powered
Smart Analysis
Ready-to-Use
Launch in Minutes
This professionally designed survey template helps you gather valuable insights with intelligent question flow and automated analysis.
Sample Survey Items
Q1
Chat Message
Welcome! This survey explores your experience with multi-touch attribution (MTA) and how it informs your marketing decisions. It should take approximately 5–7 minutes to complete.
Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers—we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. Results will be used for internal research to improve measurement practices.
Please answer based on your experience over the past 3–6 months.
Q2
Multiple Choice
In the past 12 months, have you personally used, reviewed, or made decisions based on multi-touch attribution data or results?
Yes
No
Q3
Multiple Choice
Which of the following attribution or measurement approaches has your organization used in the past 12 months? Select all that apply.
Multi-touch attribution (rules-based)
Multi-touch attribution (algorithmic/data-driven)
Marketing mix modeling (MMM)
Last-click attribution
First-touch attribution
Position-based/heuristic models
None of the above
Not sure
Q4
Multiple Choice
How is MTA primarily delivered in your organization?
Vendor product
In-house model
Agency-provided
Combination of approaches
Not sure
Q5
Multiple Choice
How would you describe your involvement in decisions informed by MTA?
I make final decisions
I influence decisions
I consume results but don't decide
I implement/operate MTA
Not involved
Q6
Opinion Scale
Over the past 3 months, how much did you trust the MTA results you used to inform decisions?
Range: 1 – 7
Min: Not at allMid: NeutralMax: Completely
Q7
Opinion Scale
Looking ahead, how confident are you that MTA will produce reliable results for your organization?
Range: 1 – 7
Min: Not at all confidentMid: NeutralMax: Extremely confident
Q8
Multiple Choice
In the past 3 months, how often did MTA results disagree with other measurement approaches (e.g., MMM, experiments)?
Never
Rarely (less than monthly)
Sometimes (about monthly)
Often (weekly or more)
Not applicable—did not compare
Q9
Ranking
Rank the following potential biases in MTA from most concerning to least concerning in your context. Drag the most concerning to the top.
Drag to order (top = most important)
Over-crediting branded search or direct traffic
Self-attribution by walled gardens
Incomplete tracking due to privacy/consent gaps
Recency bias toward last touches
Touchpoint inflation from ad stacking/high frequency
Model overfitting or instability
Selection bias in conversion data
Q10
Long Text
Please share a brief example of how bias in MTA has shown up in your work and what impact it had.
Max chars
Q11
Multiple Choice
Which of the following steps has your organization taken to reduce bias in MTA outputs? Select all that apply.
Apply lookback windows or decay functions
Exclude brand search or direct from credit
Deduplicate conversions across platforms
Calibrate with MMM or causal lift studies
Run holdouts or geo experiments
Commission independent or vendor audit
Review model transparency and features
Data quality checks (consent, IDs, events)
Other (please specify)
None of the above
Q12
Multiple Choice
Which of the following would meaningfully increase your confidence in MTA results? Select all that apply.
Transparent methodology and assumptions
Third-party audit or validation
Alignment with MMM or causal lift studies
Regular back-testing and out-of-sample validation
Access to raw signals and feature importances
Better identity resolution or clean-room integrations
Clear conversion deduplication policy
Geo or cell-level experiments
Other (please specify)
Q13
Ranking
Rank the following evidence sources by how much they increase your trust in MTA results. Drag the most trust-building source to the top.
Drag to order (top = most important)
First-party site/app analytics
Ad platform logs
CRM/transactional data
Offline sales data
Experiments/holdouts
Third-party measurement
Panel/survey data
Q14
Ranking
Rank the following areas by how much MTA influences your decisions. Drag the most influenced area to the top.
Drag to order (top = most important)
Budget allocation across channels
Channel and media mix planning
Bidding and optimization
Audience and targeting
Creative and messaging
Experiment design and validation
Reporting and KPI setting
Q15
Dropdown
What minimum confidence level do you typically require before acting on MTA findings?
Below 50%
50–59%
60–69%
70–79%
80–89%
90–95%
Above 95%
I don't use a specific threshold
Not sure
Q16
AI Interview
We'd like to explore your experiences with MTA trust and bias in a bit more depth. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.
AI InterviewLength: 2Personality: [Object Object]Mode: Fast
Reference questions: 7
Q17
Long Text
Based on your responses in this survey, please share any additional thoughts about trust or bias in MTA at your organization.
Max chars
Q18
Multiple Choice
Which of the following best describes your primary role?
Marketing leadership
Performance marketing
Growth/Acquisition
Data science/Analytics
Media/Activation
Product/MarTech
Consultant/Agency
Other (please specify)
Q19
Multiple Choice
How many years of experience do you have working with attribution or MTA?
Less than 1 year
1–2 years
3–4 years
5–7 years
8+ years
Q20
Multiple Choice
Approximately how many employees does your company have?
1–49
50–249
250–999
1,000–4,999
5,000+
Q21
Multiple Choice
What is your organization's approximate annual paid media spend?
Under $1M
$1M–$4.9M
$5M–$19.9M
$20M–$99.9M
$100M+
Prefer not to say
Q22
Multiple Choice
In which region is your organization primarily based?
North America
Latin America
Europe
Middle East & Africa
Asia-Pacific
Other
Q23
Multiple Choice
Which industry best describes your organization?
Retail/E-commerce
Consumer services
B2B/Enterprise
Technology/Software
Media/Entertainment
Financial services
Travel/Hospitality
Healthcare/Pharma
Other
Prefer not to say
Q24
Chat Message
Thank you for completing this survey—your insights are greatly appreciated and will help improve MTA measurement practices.
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