Cross-Channel Attribution Lies

@Away your attribution model is last-click. Your customers touch 7 channels before buying. You're optimizing the wrong click. The easiest one. Not the important one.

When I audited a $45M budget. Last-click credited Google with 68% of conversions. Reality was 31%. The difference? Overinvesting in capture. Underinvesting in discovery. Growth stalled.

Your performance team measures clicks. Your brand team builds awareness. They both claim credit. Neither knows real impact. The CFO approves budgets based on partial truths. That's how growth slows silently.

The Cross-Channel Truth Framework:

1. Move beyond last-click. Time-decay or data-driven.
2. Understand channel roles. Introduction, nurture, conversion. Different jobs.
3. Measure path-to-purchase. 6 touches average. Every one matters.
4. Test by pausing channels. If revenue doesn't move, attribution lies.
5. Build custom models. Off-the-shelf doesn't fit anyone.

We're building real journey measurement together. Not click optimization. Truth that enabled £790M IPO. You and I seeing accurately.

What attribution model do you use? Have you tested if it's accurate?

See our attribution approach at clondikeppc.online.