Earlier this summer, at Google’s Google Marketing Next event, the company announced plans to phase out last-click attribution by the end of the year, and bring focus to Google Attribution, a multi-channel, totalitarian model.
For marketers, this is a good thing. Really, it’s a great thing. And, it is long overdue.
By eliminating a singular focus on the last consumer touchpoint, and taking into account the ENTIRE consumer journey with a brand,