How long do I have to wait before I can use the results provided by the Meta MTA Measurement connector?

Effective exploitation of the results provided by the Meta MTA Measurement connector requires a minimum waiting period of 30 days to ensure the accuracy and relevance of the analysis.

Here are the main reasons for this wait:

    Cookie-matching mechanism :
The process of integrating Meta impressions into Eulerian Attribution models relies on a cookie matching mechanism. To obtain a reliable performance analysis, it is generally necessary to wait approximately 30 days from the date of implementation of the Identity Synchronization connector dedicated to Meta. This period allows to reach a significant matching rate with Meta users, thus facilitating the reconciliation of conversion paths with Meta impressions. This delay is essential to build a robust dataset reflecting a complete view of user interactions.
    MTA Algorithm Feature :
To go further, it is important to understand how MTA algorithms work.
    The Shapley attribution algorithm assigns a conversion value to a touchpoint based on the increase in purchase likelihood resulting from the addition of that touchpoint.
    The Markov attribution algorithm looks at marketing touchpoints leading to conversions in chronological order and simulates the impact of removing each touchpoint to understand their contribution. The algorithm continually learns and recalculates the weight of marketing touchpoints with each new conversion.

It is therefore imperative to allow the necessary time for the data set to be enriched with sufficient conversion paths, thus making the insights meaningful and reliable.

Generating and analyzing several weeks of data is crucial to accurately measure Meta's contribution to the media mix.

While the eagerness to see immediate results is understandable, these steps are crucial to ensuring the accuracy and relevance of our analysis.