Having trouble with multi-touch attribution - take the first step with this quick guide!
Attribution has become more difficult, but expectations haven’t adjusted. Teams are expected to explain why channels are working (or not), connect activity across the funnel, and defend budget decisions, often with incomplete data. Most setups still rely on single-touch models or platform-reported conversions, so you’re only seeing fragments of the customer journey, never the whole picture. In reality, conversions *rarely* come from one interaction. They come after a long sequence of touches across ads, email, search, and direct traffic, and most reporting tools only surface one of them. We recently published a breakdown of our approach to multi-touch attribution using GA4 and BigQuery, including how teams can start seeing touchpoints in context rather than in isolation. Here's the link: https://lnkd.in/drrTX6JF
