Your attribution model is last-click.

Your attribution model is last-click. Your customer saw 7 touchpoints before buying. You're optimizing the wrong click. A CMO at a $160M omnichannel brand told me: *"We know last-click is flawed. But we don't have a better model. So we keep using it."* That's like navigating with a map you know is wrong because you haven't found a better one yet. When I audited a $45M budget operation, last-click attribution was crediting Google Ads for 68% of conversions. Our cross-channel model showed the real number was 31%. We were overinvesting in capture channels, underinvesting in discovery channels. The mix was killing growth. **The Cross-Channel Attribution Framework:** 1. Move beyond last-click. Time-decay, position-based, or data-driven models reflect reality.n2. Understand channel roles. Some channels introduce, some nurture, some convert. Don't judge them by the same metric.n3. Measure path-to-purchase. Our average customer touches 6 channels before buying. Every one matters.n4. Test by pausing channels. If revenue doesn't move, your attribution is lying.n5. Build custom models for your business. Off-the-shelf attribution doesn't fit anyone perfectly. The brands thriving in 2026 aren't optimizing clicks. They're optimizing journeys. I've scaled DTC revenue 20% WoW for 12 weeks, cut CPA 66%, and enabled a £790M IPO. But the breakthrough came when we started measuring what actually drives customers to buy. What attribution model do you use? Have you ever tested if it's accurate?