: In many MTA workflows, the "prepare" step separates paths that ended in a conversion from those that didn't, allowing the model to analyze "null" paths for more accurate probability calculations [4]. Typical Structure of the Prepared Data
: It aggregates individual touchpoints into sequential "paths." This involves grouping all interactions a user had leading up to a specific conversion event [4].
: A concatenated string or array of channels (e.g., Social > Search > Email ).
