Performance marketers clinging to last-click attribution are strangling the creativity that turns browsers into brand advocates.
When I read about Snap's static user growth, I saw a familiar pattern: the false security of last-click attribution overlooks the power of upper-funnel creativity that keeps engagement alive.
The assumption is that last-click attribution is a safe bet. But I've witnessed how it stifles the brand storytelling that fuels genuine connection and advocacy.
Skipping creative efforts cost them the spark needed to ignite passionate customer communities—without it, brands remain just another option.