Multi-Touch Attribution for SMBs: Last Click Is Lying to You
Last-click attribution credits the final touchpoint before a sale — usually Google Search — with 100% of the revenue. In reality, the customer may have discovered you through a Meta ad, researched you via email, and then searched your name to find the website. All three channels contributed. Last-click is simple but misleading.
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- Last-click attribution credits the final touchpoint before a sale — usually Google Search — with 100% of the revenue.
- In reality, the customer may have discovered you through a Meta ad, researched you via email, and then searched your name to find the website.
- All three channels contributed.
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