Last-click attribution is universally derided and yet it remains a dominant model. Marketers have been blinded by “last-click attribution,” giving most, or all the credit, to the last marketing touch-point e.g. Google. Time to dissect and debunk “last-click attribution" once and for all because even the biggest beneficiary of last-click understands it’s an imperfect science. As Google puts it, “When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture, and potentially missing out on important opportunities to reach their customers.”