<b>Last-touch attribution is overcrediting your bottom-funnel</b>

<b>Last-touch attribution is overcrediting your bottom-funnel</b>

The question: when last-touch attribution gives a branded search or demo form the credit, what earlier touches are being erased?

A modeling exercise compared last-touch attribution (all credit to the final interaction) against a multi-touch model on the same B2B deals. Method: re-running both models over identical conversion paths — isolating the methodology effect.

Three findings:
— Last-touch concentrated credit on branded search and direct visits — channels that capture demand others created.
— Top-of-funnel social and content, which rarely sat in the final touch, were systematically undervalued.
— Deals with more touchpoints closed at higher rates, suggesting breadth of exposure matters even when no single touch gets credit.

Caveats: multi-touch models embed their own assumptions; both are estimates, not truth — treat as directional.

What it means for B2B: if you cut the channels last-touch ignores, you may quietly starve the demand that feeds your 'high-performing' branded search. The model that looks efficient can be hiding the engine.

Bottom line: the channel that gets the credit is often not the channel that did the work.