Customer Journey Attribution and Last-Click Limitations
Customer journey attribution maps every interaction a user has before making a purchase. It tracks the influence of search, social media, email, ads, and other touchpoints that guide a customer from awareness to conversion.
Last-click attribution gives full credit to the final interaction before the sale. This method ignores the earlier touchpoints that played a role in shaping the decision, often leading to undervaluing channels like display ads or top-of-funnel content.
By moving beyond last-click models, marketers can see the complete conversion path. This helps allocate budget more effectively, improve messaging, and focus on the channels that truly drive results.
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