Understand which channels and touchpoints really contribute to conversion. Beyond last-click, to real insight.
Attribution answers the question of which channel brings in your sales. Sounds simple, but almost everyone measures it wrongly — leading to budget shifts that go in the wrong direction.
With last click, the final touchpoint gets a hundred per cent of the value and everything before it gets nothing. Someone sees your video, reads an article, later searches for your brand name and buys. In that model only that last search seems worth anything — while the video opened the path. This makes awareness campaigns look consistently worthless, and that's exactly where you end up cutting.
Google applies a threshold of roughly 200 conversions and 2,000 ad interactions per thirty days before the model is reliable. If you're below that, data-driven attribution isn't an improvement but noise. In that case we work with simpler models plus incrementality tests.
Switching a channel off temporarily and seeing what happens to your total revenue tells you more than any model. It takes nerve, but it's the only measurement that truly separates cause and effect.