Many teams still judge channel performance purely by which one got the "last click" before a conversion - a method that increasingly misrepresents how customers actually behave.
The Problem With Last-Click
A customer might discover a brand through social media, research it via search, and finally convert after an email reminder - yet last-click models give all the credit to email alone.
A Fuller Picture
- Multi-touch attribution spreads credit across the customer's full journey
- Assisted conversion reports reveal which channels influence decisions even without the final click
Why It Matters for Budgeting
Teams relying only on last-click data often under-invest in awareness channels that quietly do a lot of the real work.