Lesson 1 of 8Article14 minFREE
The Attribution Problem
Users rarely convert after one touch. They see an Instagram ad, search the brand later, read a blog, then submit a form from an email. Who gets credit?
01Why last-click lies (sometimes)
Users rarely convert after one touch. They see an Instagram ad, search the brand later, read a blog, then submit a form from an email. Who gets credit?
- Last-click — credit to the final non-direct touch (common default thinking)
- First-click — credit to discovery
- Data-driven / algorithmic — distributes credit across touches (when data allows)
- Platform self-attribution — each ad network wants credit for the win