Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem.
Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction. Think about it from a sporting perspective. We all love watching Usain Bolt close out a relay race by sprinting 30 miles per hour, but could he win the race if his team drops the baton? I personally love watching Jordan Speith drop putt after putt in every golf tournament that he plays in (maybe I’m the only one…), but does that matter if he hit his first two drives out of bounds? (In my golf world, that works just fine — but that’s a story for another day.)