The End of Last-Click Attribution and the Rise of Signal-Based Measurement

The End of Last-Click Attribution and the Rise of Signal-Based Measurement

Last-click attribution used to feel like truth. Someone clicked an ad. They converted. The channel got credit. Simple, clean, and easy to defend in a meeting. That model no longer reflects how people actually buy. Today’s buyer journeys are fragmented, privacy-restricted, cross-device, and heavily influenced by interactions that never get tracked. The idea that the […]