Hey everyone,
I have been using last click attribution for my campaigns forever and it has always felt straightforward and easy to understand. However my current ad tracking software keeps pushing me toward their AI powered attribution model claiming it gives a more accurate picture of the customer journey.
Honestly the whole thing feels like a black box to me and I have no idea how to verify whether it is actually more accurate or just a fancy upsell feature. Has anyone made the switch from rule based attribution to AI driven models and actually seen better results?
How do you even measure which attribution model is telling the truth?
Last click is simple but it lies to you. It ignores every touchpoint that warmed up the customer before that final click and causes you to defund channels that are actually doing heavy lifting.
based on my budget, traffic volume, and comfort with technical setup. AI attribution made more sense for me once I understood how it worked. It is more accurate but verify it by running both models simultaneously for 60 days and comparing against actual revenue. Clean data is everything though. Garbage in garbage out regardless of how smart the model is.
Combine it with incrementality testing for real confidence. That is the only way to know what is actually driving sales.
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