Dec 29, 2025
Paramark vs. MTA vendors: See your marketing as it truly is
Pranav Piyush
,
Co-founder, CEO
Connect with Pranav
Why it's time to move beyond multi-touch attribution
Your buyer’s real-world journey isn’t a straight path. Your measurement should capture its full complexity.
For more than a decade, multi-touch attribution (MTA) tools built a comforting illusion: that what you could see was all that mattered.
Vendors like Northbeam, TripleWhale, Dreamdata, HockeyStack, Factors.ai and Adobe Measure sold a worldview where visibility = truth. Their maps were mistaken for the landscape. And smart marketing teams followed those maps straight into dead ends.
Inside attribution’s illusion, teams navigate with false certainty disguised as science, endless tweaks that look rigorous but aren’t and decisions that feel data-driven while quietly misdirecting millions.
But our marketing world has changed. So should your measurement partner.
The reality is that your buyer's motivations, triggers, whispers and memories are the kinds of moments no UTM code will ever capture.
Paramark exists for B2B and B2C marketers ready to see the real world: a full, illuminated landscape, not just the pieces lit by clicks.
We don’t give you “more precise” tracking. We give you the scientific and objective method to understand your true impact, plus human guides to move you forward.
Instead of telling you your YouTube ad resulted in 238 clicks, we prove that your bigger investment in YouTube resulted in 33% more consumer purchases, or 14% more business leads last quarter. Then we talk through what action to take next.
The modern buyer journey isn’t linear or platform-contained. Every marketer trying to prove their impact inside an MTA model feels the mismatch.
MTA platforms promise:
Instant gratification
The illusion of precision in timestamps and CRM objects
Overly simple set-up
But they leave out what matters:
Causal truth
Forecasting
Scientific rigor
A full-picture understanding of why growth really happens
This is the trap: MTA gives you confidence, not accuracy.
Paramark gives you both.
We combine incrementality testing, Marketing Mix Modeling and hands-on human guidance. You can finally see the whole landscape, not just the parts that click. Actionable insights, not just static results.
Let’s go point-by-point and map where Paramark outperforms MTA.
How Paramark was built to answer the questions MTA can’t
We help you make business decisions powered by human intelligence, not dashboard-watching
Where MTA falls short:
It drops numbers on your lap and leaves you to defend them to finance and leadership. Answers, but no guidance. Marketers don’t need more dashboards to interpret.
You don’t just need data. You need someone in the trenches with you, helping you turn truth into action.
What Paramark does instead:
You get a Growth Advisor (not an account manager) who helps interpret the data, build the narrative, educate stakeholders and drive alignment. It’s measurement and implementation. Science plus storytelling.
MTA gives readouts. Paramark gives direction.
We deliver causal truth, not click trails
Where MTA falls short:
MTA implies causation from visibility: “They clicked, therefore the ad made them convert.”
It fabricates certainty from timestamped actions, CRM objects and limited touchpoints.
Attribution turns coincidences into conclusions. Attributing sales to clicks is like claiming umbrellas cause rain; they show up at the same time, but they’re just reacting to something else.
What Paramark does instead:
Incrementality testing and MMM reveal causal lift: what truly moved the needle, what didn’t and by how much. MMM gives you a scientific, informed outlook of your impact, and rigorous testing gets you to concrete proof.
MTA shows the path. Paramark shows the forces that shaped it.
We measure what’s real, not what ad platforms want you to see
Where MTA falls short:
MTA tools amplify bias from Meta and Google because their entire data layer depends on what those ad platforms choose to track, attribute or report. Ad platforms optimize their ad products to look like they’re driving conversions.
When the ad platforms write the story, your budget becomes the plot twist.
What Paramark does instead:
Paramark stands outside the ad platforms, like a guide reading the terrain instead of the tourist map. We refuse to let ad platforms grade their own homework, or let marketers steer their business using platform-influenced MTA reporting. We use the scientific method to expose the truth from the outside, without bias creeping in.
MTA reports performance. Paramark reports the truth the ad platforms can’t see.
We capture diverse buyer journeys, not just checkout funnels
Where MTA falls short: MTA tools look sharp in E-commerce because it’s the one landscape where every step is lit up by clicks. But the moment a buyer goes beyond the cart, MTA loses their trail. Ecommerce is easier to map, but it’s not where truth lives.
Genuine buyer journeys are wild and non-linear. Clicks illuminate the checkout path, but the rest of the buyer landscape stays completely dark to attribution systems.
What Paramark does instead:
We’re built to measure every kind of business. Instead of forcing every brand into an e-commerce template, we adapt our models and tests to the shape of your company, whether you’re B2B, SaaS, mobile, retail, subscription, or a global brand with multiple regions and channels.
MTA measures carts. Paramark measures companies however and wherever they sell.
We adapt to privacy gaps, not fill them with assumptions
Where MTA falls short:
With privacy changes (ATT, cookie loss, restricted UTMs, browser tracking limits), clicks and touches disappear. When tracking breaks and identifiers go missing, MTA invents a journey that didn’t happen, or quietly reallocates impact to the last click. What looks like “precision” is guesswork, or just credit shifted toward the only channel it can see.
Assumptions masquerade as certainty. And assumption-driven marketing is just gambling with better charts.
What Paramark does instead:
Marketers deserve clarity, not fiction. We use science to uncover the truth, because we don’t have to rely on clicks and touches to tell the full story. MMM and incrementality testing let us measure impact even when identifiers vanish. We quantify lift using the metrics you care about — key outcomes your business actually produced — and validate them through controlled tests and multi-model analysis.
MTA writes fiction. Paramark uncovers facts.
We reveal the whole story, not just the observable pieces
Where MTA falls short:
It only measures what platforms can track. Top-of-funnel, brand, and offline influence = all invisible. You get an overly neat story that hides real drivers. The cleanest click-based timeline or CRM tracker looks nice, but it’s hiding numerous blind spots.
Real growth is shaped by memories, impressions and moments that never become clicks, but do become revenue.
What Paramark does instead:
MMM and incrementality testing integrate every influence: visible and invisible, online and offline, brand and performance. Instead of narrowing the view, Paramark widens the field to match the real buyer path.
MTA zooms in. Paramark zooms out to reveal the full landscape.
How to know you’ve outgrown MTA
Leading marketers can’t help but pursue the truth. You don’t suddenly outgrow MTA one day, but you probably already feel it in small moments along the way.
If any of these hit home, you’re already thinking beyond what attribution can explain:
When your Google Ads ROAS says 8X, but your total revenue is flat and you still can’t tell what actually moved the needle.
When Finance asks why attribution shows paid social driving 70% of revenue, while your bank account shows zero lift.
When a campaign ‘crushed it’ in-platform but Sales can’t point to a single closed-won influenced by it.
When you spend Mondays explaining why a metric dipped and debugging UTMs, instead of deciding where to deploy the next $250K.
When customers tell you they heard about you on a podcast, but your attribution model insists it was “Last click: branded search.”
When podcasts, YouTube, CTV and billboards drive spikes in search volume, but attribution gives them 0% credit.
When you feel more like an operator of tools than a leader of growth
What growth looks like when you’re empowered by real measurement
Every great marketer is an explorer. But attribution blind spots keep even the best teams navigating in half-light.
If we follow the narrow trail that MTA tools spotlight instead of illuminating the full spectrum of marketing forces that influenced people, we’ll never chart the road to meaningful business growth.
Holistic measurement pulls you out of the shadows and gives you the map you’ve been searching for. It gives you a strategic compass for where to invest next.
With Paramark, you operate with confidence grounded in science, so every decision feels like a step forward, not a gamble.
You see the entire customer experience, across every twist, channel, and unseen influence, not just the slivers that happen to be trackable.
And you gain the partner you deserve: one who walks the path with you, translating insight into momentum, alignment, and growth.
You deserve a system that measures the world as it really is, and helps you navigate it with conviction.
Ready for incrementality measurement? Try our calculator.
