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Summary
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Introduction of MTA leaderboards: The Singular ROI Index 2026 introduces multi-touch attribution (MTA) leaderboards for the first time, giving marketers a more complete view of channel performance alongside traditional last-touch rankings.
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Last-touch undervalues key channels: Analysis shows last-touch attribution systematically underreports the impact of channels that drive discovery, consideration, and incremental reach earlier in the user journey.
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Higher ROI with full-funnel measurement: MTA analysis reveals significantly higher measured performance, including up to 50% higher ROAS on platforms like Meta when compared to last-touch attribution.
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Top platforms drive full-funnel impact: Leading ad platforms consistently appear across MTA metrics, demonstrating their ability to influence users across every stage of the funnel, from introduction to conversion.
The Singular ROI Index 2026 is out. Built on trillions of impressions, billions of clicks, and billions of installs across thousands of ad networks and millions of campaigns, it is the most comprehensive performance benchmark in mobile marketing.
This year’s edition adds something new: dedicated multi-touch attribution (MTA) leaderboards. And the numbers they surface are not marginal.
KEY FINDINGS: SINGULAR ROI INDEX 2026
- 50% higher ROAS on Meta under multi-touch attribution versus last-touch reporting
- 20% higher ROAS on Snapchat under MTA in a separate large-scale analysis
- Four platforms hit 29 leaderboard appearances across all OS splits, verticals, and attribution models: Google Ads, Meta, Mintegral, and TikTok
- Three new MTA-specific metrics introduced for the first time: Exclusive Reach, Assist Power, and MTA Uplift
- iOS is stable post-ATT. Modeling sophistication now determines who wins, not platform volatility
Why does last-touch attribution systematically undervalue your top channels?
Last-touch attribution is still the operational standard. It is also systematically undervaluing the channels that introduce, influence, and build the audiences you eventually convert.
Singular’s data science team ran large-scale MTA analysis across major platforms. Two findings stand out:
- Meta: Up to 50% higher ROAS under multi-touch attribution versus last-touch reporting
- Snapchat: 20% higher ROAS under MTA in a separate analysis
These gaps are not anomalies. They reflect a structural bias in last-touch models that strips credit from channels active earlier in the user journey.
What are Exclusive Reach, Assist Power, and MTA Uplift, and why do they matter?
The 2026 index introduces MTA leaderboards across all OS splits using three metrics:
Exclusive Reach
Installs where a channel was the only advertising touchpoint in the path to conversion. Exclusive Reach measures installs where a single channel was the only advertising touchpoint in the conversion path — a measure of truly unique audience delivery.
Assist Power
Installs where a channel appeared in the conversion journey but did not receive last-touch credit. This surfaces discovery and consideration influence that last-touch models erase entirely.
MTA Uplift
MTA Uplift measures the increase in a channel’s attributed contribution under multi-touch attribution versus last-touch. The higher the uplift, the more that platform’s impact extends beyond the final click.
Platforms appearing across all three MTA metrics simultaneously: Meta, Snapchat, TikTok, Reddit, Liftoff, Moloco, and Mintegral.. These platforms are influencing the user journey at every stage.
Platform density: which networks show up everywhere?
Beyond MTA, the index tracks leaderboard appearances across OS splits, regional markets, gaming and non-gaming verticals, and attribution models. High density at 20+ appearances signals cross-environment durability — not isolated performance in a single pocket.
What does the ROI Index 2026 reveal beyond MTA?
AI is the baseline, not the differentiator
Every platform appearing consistently across 2026 leaderboards has invested heavily in automated bidding, predictive modeling under signal loss, and creative-level optimization. Sophistication is now table stakes.
iOS is stable
The ATT disruption era is over. Scaled iOS leaderboards show consistent performance across gaming and non-gaming verticals. Who wins on iOS is now determined by modeling sophistication, not platform instability.
Emerging markets are settling
Android-heavy regions across APAC, EMEA, and South America show more consistent ROI patterns than previous cycles, with reduced volatility in markets that previously carried geo-expansion risk.
Rewarded and incentive-driven ecosystems have matured.
Stronger retention filtering and fraud controls have moved these from experimental budget lines to viable growth channels.
Get the full Index
Every ranking in the ROI Index is earned through performance thresholds, not relationships. When a platform appears again and again across operating systems, verticals, and attribution models, that repetition is signal.
Download the Singular ROI Index 2026
FAQs
The Singular ROI Index is an annual mobile advertising performance benchmark built on trillions of impressions, billions of clicks, and billions of installs across thousands of ad networks and millions of campaigns worldwide. It ranks ad networks by verified ROI performance across OS splits, verticals, and regional markets.
Multi-touch attribution (MTA) is a measurement model that distributes conversion credit across every advertising touchpoint in a user’s path to install, not just the final click. It captures the discovery, consideration, and influence channels that last-touch models ignore.
Last-touch attribution assigns 100% of conversion credit to the final ad a user clicked before installing. Multi-touch attribution distributes credit across the full conversion path. Singular’s 2026 analysis found this difference produces up to 50% higher measured ROAS on Meta and 20% higher on Snapchat.
MTA Uplift measures the increase in a channel’s attributed contribution under multi-touch attribution compared to last-touch. A high MTA Uplift score indicates a platform whose impact on the user journey extends well beyond the final click.
Exclusive Reach measures installs where a single channel was the only advertising touchpoint in the conversion path. It indicates truly unique audience delivery: users that channel reached and converted with no assist from any other platform.
Platforms appearing across all three MTA metrics (Exclusive Reach, Assist Power, and MTA Uplift) include Meta, Snapchat, TikTok, Reddit, Liftoff, Moloco, and Mintegral.
Yes. The ATT disruption era is over. Scaled iOS leaderboards in the 2026 index show consistent performance across gaming and non-gaming verticals. Performance on iOS is now determined by attribution modeling sophistication, not platform instability.
The full report is available at singular.net/roi-index-2026.
Saadi Muslu
Saadi Muslu is the VP of Marketing at Singular and Extract, leading the evolution of marketing analytics and data infrastructure for the world’s top brands. A strategist at heart and storyteller by trade, she blends deep expertise in measurement, data orchestration, and AI-driven insights to help go-to-market teams accelerate growth. Over the past decade, her work has focused on uniting marketing, product, and data to deliver measurable business impact.
