Attribution Modeling for Paid Media: Last Click Is Dead, Here's What to Use Instead
Last-click attribution undervalues awareness and overvalues branded search. Here's how to implement multi-touch attribution that's actually useful.
Last-click attribution gives 100% of the credit to the final touchpoint before conversion. This means branded Google searches and retargeting ads get all the credit while the awareness campaigns that started the journey get none. The result is bad budget decisions.
Multi-touch attribution distributes credit across all touchpoints. The models range from simple (linear, time-decay) to complex (algorithmic, Markov chain). For most B2B companies, a data-driven time-decay model provides the best balance of accuracy and simplicity.
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We'll cover how to implement multi-touch attribution using Google Analytics 4, how to combine it with self-reported attribution ('how did you hear about us?'), and how to use the resulting data to make better budget allocation decisions.
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