Attribution chaos: last click is not enough
Upper-funnel campaigns look small under last click.
You watched YouTube, saw Display, clicked Search — last click credits Search. Upper-funnel campaigns look small in last-click reports; cutting budget actually drops sales. Attribution model must be part of the media plan.
Model options
Google: data-driven, position-based (40-20-40), time decay. Meta: default 7-day click, 1-day view — test 7-day view.
Last click alone doesn't decide; blended ROAS = CRM revenue / total media spend.
- Data-driven vs position-based
- Blended ROAS
- 7/28 day cohort
- View-through separate
Channel role map
Brand Search: capture. Non-brand: harvest. YouTube/Display: assist. Different KPI per channel.
YouTube views no sales may be attribution-driven.
CRM and media merge
Weekly table: channel spend, CRM first/last/multi-touch. Excel or BI — panels aren't enough.
Feed Ads model via offline import.
Incrementality test
Geo lift or holdout: ads off in one region, on in another. District-level test possible in Antalya.
Brand search volume as simple proxy for on/off correlation.
Agency-client alignment
Define which model for reporting vs budget decisions in writing. Report trust via shared metrics.
Upper-funnel cuts show sales drop 4-6 weeks later.
Antalya tourism
Long consideration: first touch Display, conversion Search 2 weeks later. 7-day window short — track 28-day cohort.
Germany market different cycle; per-market attribution window.
Last click is easy but misleading — read blended and cohort together.
Build attribution framework with paid ads consulting. Contact us.
