When teams ditched last-click — and what the spend reallocation did

When teams ditched last-click — and what the spend reallocation did

Five attribution rebuilds with the reallocation results. Forward to whoever defends the budget.

— 1. A DTC's media-mix model — found brand search was stealing credit from YouTube; shifting 15% of budget upstream lifted total conversions 11% at flat spend. Read if last-click runs your budget.
— 2. A SaaS's multi-touch rebuild — exposed that 'free' organic was actually paid-social-assisted; honest CAC rose but decisions got smarter. The CAC honesty is the point.
— 3. A retailer's incrementality test on Meta — geo-holdout proved 30% of 'attributed' sales would've happened anyway; cutting that spend freed budget for tests that converted. Essential before you scale a channel.
— 4. A fintech's view-through audit — discovered view-through windows were inflating display by 3x; tightening them re-ranked channels entirely. The window math is the lesson.
— 5. A marketplace's blended-vs-channel reconciliation — channel reports summed to 140% of actual revenue; the reconciliation method fixed planning. Skip if you only run one channel.

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