> ## Documentation Index
> Fetch the complete documentation index at: https://docs.northbeam.io/llms.txt
> Use this file to discover all available pages before exploring further.
# What is Northbeam's MTA Methodology?
> What makes Northbeam's MTA unique?
Northbeam is an unbiased multi-touch attribution (MTA) solution. We are not incentivized to attribute to any specific channel, and that is the key difference from most ad platforms.
Here is how we do it:
* Rely on first-party data
* Fractionalizes transactions and revenue across all relevant touchpoints, and
* Show which marketing activities are driving profitable results.
To give you a better understanding of our methodology, here is an **example** of a \$100 purchase journey compared between Other Platforms and Northbeam:
* Most traditional platform-based attribution (like Google, Pinterest, or Facebook) uses Last-Click Attribution where they will independently claim full credit for a single transaction. So here, you can see that Shopify has attributed the credit to Facebook:
* In the image below, Northbeam applies the **Linear Attribution** using a **Click-Based** model in **Accrual Performance** Accounting Mode. Northbeam provides a balanced view of performance that is tracked across all touchpoints:
Our methodology is important to understand because we're focused on first-party data that provides an accurate view of performance. This instills confidence in your data when making decisions, as well as insights into which channels are working to drive conversions.