Attribution in marketing often reduces the complex customer journey to a single retargeting ad, ignoring vital interactions that precede a conversion. In reality, customers like Sally engage with multiple touchpoints across various channels before making a purchase decision. Last-touch attribution fails because it primarily credits final interactions, neglecting earlier, influential moments that build trust and interest. This approach can mislead marketing strategies and investments, as it focuses on convenience over actual performance, ultimately overlooking the sequence of interactions that drive conversions.
Every touchpoint played a role, but last-touch attribution credits only the finish line.
Last-touch attribution tells the wrong story, over-crediting bottom-funnel tactics while ignoring higher-funnel influence.
Today's buyer journey weaves across channels and devices, and the real power comes from sequence, not a single moment.
If your investment bets are based only on last-touch, you optimize for visibility - not actual performance.
Collection
[
|
...
]