For marketers paying to advertise on these different mediums, it’s important to understand what touchpoint(s) actually lead to a conversion.

That’s easier said than done.

While most attribution models can identify the first time a customer saw or interacted with your brand, this doesn’t tell you what happened next.

Did the customer research competitors and decide on your brand? Or did they completely forget about you until their next touchpoint? How can you accurately understand and optimize your sales funnel if you don’t know what path your consumers are taking?

Marketers using last-touch attribution assume that the last touchpoint is the only impactful one that leads to the conversion. And while it may play a big part, this assumption disregards the efforts of a multichannel, cross-device strategy.