Attribution limits: why last-click is not the whole story

Short answer: Customers usually touch multiple channels; last-click credit flatters the final ad and undervalues brand, SEO, and email—use last-click for speed, not for strategy.

NZ SMEs with long consideration cycles see this skew clearly once they ask better questions.

What last-click hides

• Assisted journeys: blog post → review site → branded search.
• Offline influences: word of mouth, trade shows, community reputation.
• iOS / browser privacy limits that fragment digital trails.

Practical complements

Modelled attribution in platforms, surveys (“how did you hear about us?”), and coupon codes for specific campaigns triangulate reality cheaply.

Decision discipline

Pick one reporting lens per meeting—do not blend models mid-conversation or everyone argues past each other.

Frequently asked questions