Performance marketers relying on outdated attribution models are losing insights that could unlock exponential growth for their D2C and B2B campaigns.
The default belief is that sticking to tried-and-true last-touch attribution is the safest route. It's simple to defend in front of stakeholders and seems to give clear-cut results. But, this oversimplifies the complex journey customers take today.
In practice, this approach often underfunds top-of-funnel efforts that ignite initial interest. I’ve seen brands pivot to multi-touch models, revealing previously hidden drivers of engagement. The shift exposed how early interactions often plant the seeds for conversion.
Sticking with old models costs more than just insights; it can cap growth entirely. When brands shifted attribution models, they didn't just track better—they discovered growth paths they’d never seen before.