How Do Marketers Get Rid of Last-Click Attribution?
The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.
In 2019, we expect 87.0% of US companies—with at least 100 employees using more than one digital marketing channel—will use digital attribution models. But just 58.3% of companies will use multichannel attribution models—a form of digital attribution that assigns marketing credit to more than one marketing channel or touchpoint. Multichannel attribution provides a clearer picture of a customer’s online journey vs. last-click attribution, which credits a purchase to the last ad a customer clicks.