Myth: Multi-touch attribution beats last-touch, period

Myth: Multi-touch attribution beats last-touch, period

The stack-builder gospel says ditch last-touch for a fancy multi-touch model. The correction: most multi-touch models are unverifiable fiction once cookies and consent gates fragment the path.

— An HBR-style critique of attribution as causal theater.
— A thread on why incrementality testing answers the question attribution only pretends to.
— A geo-holdout walkthrough you can run without buying a new tool.
— A checklist for when an MMM beats any touch-based model.

Skip if you've already moved to experiments. Essential if your dashboard still credits the last email for everything.

That's the stack for this week. Forward to a teammate.