For the past decade, there’s been an impossible-to-kill myth in digital advertising: clicks are king. Last-click attribution is seen by many marketers as an easy and accurate solution for measuring digital performance. Naturally, marketers using last-click attribution are more attracted to vendors that price per click to drive last-click performance. There’s just one problem with this approach: it’s not very effective. Let’s Walk Through a Scenario Imagine that your retail business is using Google Analytics…
