0
A prospect might see a Facebook ad, click a search result a week later, and then submit a form after reading an email. When the lead converts, each platform can make a reasonable case that it helped—and the reported numbers rarely line up.
For teams with limited analytics support, how do you choose between first-touch, last-touch, and multi-touch attribution models? I’d also like to know how people handle the untracked parts of a journey, such as word of mouth or someone switching devices before converting.
