Why Most Marketing Attribution Models Are Lying to You

Last-click attribution rewards the wrong channels. Here's a simpler way to see what's actually driving revenue.

Elena Cho

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April 18, 2026

The last-click trap

Last-click attribution consistently overvalues bottom-funnel channels like branded search, while starving the channels that create demand in the first place.

A simpler model

Track assisted conversions, not just final touches
Weight channels by their position in the funnel
Review attribution quarterly, not just at renewal time

Getting this right changes where you should actually spend your next dollar.