The Last-Click Comfort Zone
Last-click attribution is clean.
Simple.
Clear.
But real user journeys are layered.
A typical path may look like:
- Display prospecting exposure
- Generic Search click
- Retargeting click
- Conversion
Under last-click logic:
Retargeting appears dominant.
Under funnel logic:
Prospecting enabled the journey.
The danger:
- Overinvesting in retargeting
- Underfunding prospecting
- Gradually shrinking audience size
- Increasing CPA over time
Short-term efficiency can destroy long-term scalability.
The right approach:
Evaluate contribution, not only closure.