Multi-touch gives a clearer picture, but it’s not the whole story.
I look at it alongside last-click and first-click models. Each tells me something different about the user journey.
The key is using these insights to tweak campaigns, not just make pretty charts. Test new ideas based on what you learn and watch your overall metrics improve.
Multi-touch attribution is useful but can be a time sink. Focus on the big picture.
Look for major shifts in channel performance. If a channel you thought was dead is actually driving sales, that’s worth digging into.
But don’t get lost in the weeds. At the end of the day, you want more revenue at a lower cost. Use the new data to inform decisions, not paralyze them.
Test new approaches based on the insights, measure the impact on your bottom line, and keep iterating.
Multi-touch changed our game too. Biggest surprise? Our retargeting ads.
Thought they were just burning cash, but turns out they were planting seeds. Conversions spiked 2-3 weeks after first exposure.
My advice? Don’t toss your old metrics. Compare them side-by-side with multi-touch for a few months. You’ll spot trends you never knew existed.
One caution though - it’s easy to get lost in the data. Set clear KPIs before you dive in. Otherwise, you’ll spend more time making fancy reports than actually improving campaigns.