Category: Attribution

Last-click is simple—and simply wrong for modern funnels. It credits the final touch (often brand search or direct) and under-values upper- and mid-funnel work that actually created demand. If you’re allocating budget on last-click alone, you’re almost certainly over-investing in harvest channels and starving the ones that plant and nurture. Here’s a pragmatic playbook to…

Attribution is simply how you credit marketing touchpoints for a conversion. Pick the wrong lens and you’ll either overfund noisy channels or starve the ones that set deals up. Below is a practical guide that contrasts e-commerce and SaaS, explains the main models, and shows when to use which—plus how to sanity-check the results. Why…