Use last-touch attribution when you want to figure out which of your sources (or even campaigns) are the "closers." • Use a multitouch model when you want to simply look at all of the channels ...

To make sense of performance, many advertisers default to last-click attribution—a model that gives all the ... on Google and purchased them, last-touch attribution would credit the sale to ...

Single-touch attribution assigns all the value (pipeline or revenue) to the first or last activity that touched the deal ... If you're ready to get super-precise about your attribution, look no ...

However, over-reliance on attribution – particularly last-touch attribution – can lead to short-term thinking and non-optimal budget allocation. As the ‘death’ of the cookie undermines attribution, ...