Understand the real, incremental ROAS of your top-of-funnel campaigns
Traditional cookie-based attribution tools can no longer show the real value of your digital marketing activities.
SegmentStream’s Incremental Multi-Touch Attribution powered by AI Visit Scoring is here to solve that.
The problem
Traditional attribution models are broken and unreliable
Even the most sophisticated MTA tools cannot capture the full customer journey due to complex, cross-device user journeys and modern cookie tracking limitations.
Real-life impact
A potential customer clicks on your Instagram Ad, explores your site, but doesn’t buy immediately.
Two weeks later, they return via brand search from another device and completes a purchase.
Despite the critical role of Instagram ad in acquiring this customer, it doesn’t get any credit.
Introducing a solution
Incremental Multi-Touch Attribution powered by AI Visit Scoring
SegmentStream measures the true sales impact and ROI of your ads even when conversions happen in another browser, device or cookie.
-
Measure the true impact of Paid Social, Video, Display
-
Discover what drives sales from Direct and Brand Search
-
Overcome attribution issues caused by GDPR regulations
-
Evaluate how impressions & views influence your revenue
What is Visit Scoring
Visit Scoring is an AI-powered technology that measures the real impact of each website visit on conversion probability.
Instead of relying on last-click or rule-based models, it assigns incremental scores based on how much each visit contributes to a future conversion.
These scores enable AI-driven attribution, ensuring fair credit distribution across traffic sources, cross-device compatibility, and more accurate ROAS measurement for smarter budget decisions.
-
“Backbone for performance marketing”
-
“Simply the best attribution platform”
-
“Excellent attribution partner”
How Visit Scoring helps measure Incremental ROAS
-
1.AI Model Scores Each Website Visit
SegmentStream AI analyzes user activity, behavior, engagement, and intent signals to estimate conversion likelihood and its value. It assigns an incremental score to each touchpoint based on how much it increases conversion probability during the session.
-
2.Scores Accumulate by Traffic Source
Traffic sources (Meta, Google, TikTok, etc.) earn scores based on their visits’ impact on conversion probability. This ensures that all campaigns—whether top-of-funnel or direct response—receive fair attribution for their role in the customer journey.
-
3.ROAS is Calculated from Total Scores
Total conversions and revenue over a period are proportionally distributed based on accumulated scores. This ensures accurate ROAS measurement across all campaigns, even if conversions occur later on different devices, browsers, or cookies.
Every touchpoint finally receives value based on its incremental contribution to conversion
Why Visit Scoring Attribution is better than traditional models
Reflects each touchpoint’ true incrementality
Traditional models (last-click, first-click, linear) assign value based on arbitrary rules rather than actual influence. Visit Scoring Attribution measures the real impact of each visit by calculating how much it shifts conversion probability.
Overcomes cross-device & cookie tracking challenges
Traditional attribution fails when users switch devices, clear cookies, or use different browsers. Since Visit Scoring assigns value at the visit level, not just the final conversion, it captures contributions across fragmented user journeys.
Ensures proper upper-funnel evaluation
Traditional attribution overweights the bottom-of-funnel touchpoints, often undervaluing top-of-funnel efforts. This model proportionally distributes total revenue based on the actual incremental contribution of each source.
Validate and Improve Attribution Precision with Geo Holdout Tests
Make accurate tactical budget allocation decisions based on insights from Geo Incrementality Tests.
At SegmentStream, we uniquely utilize Geo Lift Incrementality Tests to validate and calibrate our AI-powered Incremental Multi-Touch Attribution, further enhancing its accuracy.
Talk to expert
Trusted by leading digital marketing teams
L'Oréal Luxe achieves 41% ROAS uplift through effective budget reallocation
“We were able to improve the performance of our digital ad campaigns, make informed budget allocation decisions, and achieve a positive uplift in sales by finding new revenue opportunities.“
-
Actionable, AI-powered budget reallocation recommendations
SegmentStream's AI engine continuously analyzes your marketing mix, pinpointing opportunities for revenue growth by optimizing budget allocation.
Learn more
-
Geo Holdout Tests to measure the incremental lift of paid media
Precisely measure the true sales impact of your paid media investments with expert-level incrementality tests.
Learn more
-
Predictive Lead Scoring to improve ad performance
Use AI to identify which leads are most likely to convert based on your own historical data. Invest in campaigns that drive revenue, not just leads.
Learn more
Explore our Resources
![[VIDEO] Can we really trust ad platforms' reporting?](/assets/uploads/blog/can-we-really-trust-ad-platforms-reporting_-thumbnail.png)
Optimal marketing
Achieve the most optimal marketing mix with SegmentStream
Talk to expert
