Limitations of Last-Click Attribution
Last-click attribution credits all conversions to the last touchpoint a prospect interacted with before buying, such as a demo request or contact form.
Although it is easy to measure and was built into early analytics platforms, last-click attribution falls short in complex B2B journeys.
Modern Customer Journeys
In B2B marketing, buyers research, compare, attend webinars, read case studies, and talk to sales teams over weeks or months, making last-click attribution incomplete.
- Research
- Comparison
- Webinars
- Case studies
- Sales team interactions
Buyers rarely follow a single path.
Author's summary: Multitouch attribution models provide clearer insight into conversions and revenue.