Attribution is lying to you: what last-click can't see
Last-click attribution feels like measurement because it produces a tidy number. It is not measurement. It is a receipt that names whoever was standing nearest the till, and it has quietly shaped a decade of media decisions around the channels that are best at taking credit rather than the ones that create demand.
Google now calls last-click a core flaw. Your reporting still runs on it.
The model most brands still use to allocate budget systematically over-credits the bottom of the funnel and hides everything that built the demand in the first place. And the technology everyone assumed would replace it has just been retired. Here is what your attribution cannot see, and what to measure instead.
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