Summary Targeting consumers early in their customer journey is crucial for success when it comes to scaling your advertising. Last-click attribution robs you of essential data about top-of-funnel keywords. I recommend using a position-based attribution model for most businesses to get away from Last Interaction. If you have access, I advise comparing the data-driven model […]

I can summarize the problem with attribution for 99% of marketers today: Channel tracking overvalues individual marketing channels. I.e., native tracking in Google Ads, Facebook Ads, Pinterest Ads, etc. Google Analytics undervalues interactions throughout the journey. This is mainly because channel tracking tracks every single conversion back to the channel—no matter where in the journey