Influencer marketing attribution is broken for most brands. They track last-click conversions and assume the i

Influencer marketing attribution is broken for most brands. They track last-click conversions and assume the influencer who posted closest to the purchase drove the sale.

The reality: a macro influencer with 800k followers planted the seed three weeks ago. A mid-tier creator reinforced it. The nano with 12k followers closed it.

If you're running creator campaigns without multi-touch attribution, you're under-crediting 60-70% of the funnel. Tools like Northbeam and Triple Whale have influencer-specific attribution windows. Use them.

Better yet, run unique promo codes at each tier. Not perfect, but gives you directional data to reallocate budget toward creators who actually convert — not just creators who look impressive on a media kit.