2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

The Debunking Last-Click (Google Agrees) Meet Up

Monday, March 16
11:00AM - 12:00PM

JW Marriott
Room 509
110 E 2nd St

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.”


#sxsw #LastClick


Ly Tran

Dir of Digital Strategy & Architecture

Proof Advertising


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