Why data-driven attribution beats last click

Key Takeaways

After all of these years, last click attribution can still feel like that safe option. Last click is like you said, it feels very safe [music] and I think it's easy to explain. What the last click models miss out on is that they're focused on very narrow view of what's happened. DDA is it's really taking that full [music] holistic picture at what the customer journey actually looks like. The last click model really does focus on the end of the funnel. You could really miss out on opportunities there to to drive demand. Thinking about longer term, DDA gives you that much broader data set that you can use to really grow your business and optimize for the future.