Multi-Touch · Attribution
Last-click is vanity.
Why Last-Click Misleads
Last-click says the final touchpoint made the sale. Wrong. A buyer sees an ad on TikTok, searches the brand on Google, clicks a brand search ad, and buys. Last-click says Google was the channel. In reality, TikTok was the acquisition; Google was the conversion.
01
32%
Budget Misallocation, Last-Click
02
Multi-Touch
Real Channel View
03
Custom Events
Setup Prerequisite
Multi-Touch Setup
- Custom events for every channel touch (view, click, engage)
- User ID tracking across sessions (server-side)
- CRM sync for long-cycle sales (B2B, insurance)
- Multi-touch model (linear, time-decay, position-based)
- Weekly reporting with channel contribution breakdown
Example
An insurance broker migrated from last-click to multi-touch and cut cost-per-policy from €240 to €118. Last-click had undervalued top-of-funnel channels (display, YouTube), blocking scale.
When Last-Click Is Enough
For single-touchpoint purchases (impulse DTC, AOV below €50). For short sales cycles (0 to 7 days). For a pure performance funnel with no brand layer. Multi-touch is mandatory for long-cycle sales and multi-channel setups.
„Last-click is shadow optimization. Multi-touch shows the real picture.”