If you start typing “last click attribution” into Google and you’ll notice something:
Analysts and marketers don’t think highly of last click attribution these days. The cognoscenti has deemed last click attribution to be dead, switching allegiance to multi-channel attribution instead. However, just like those who pronounced text messaging dead, email dead and social media dead, reports of last click attribution’s demise have been quite exaggerated.
When I asked more than two hundred small businesses what interested them about their Google Analytics data not a single one of them mentioned multi-channel attribution. Not one!