Interactive Labs
Practical demos and experiments showing how attribution, automation, data infrastructure, and AI systems work in real operating environments.
Attribution Models: Understanding Multi-Touch Impact
Last-click attribution (what Google Analytics shows you) gives 100% credit to the final touchpoint. Compare it to multi-touch attribution to see the full customer journey.
Last-Click Attribution
Credits only the final touchpoint before conversion. This creates incomplete visibility into channel performance.
Key Difference
Illustrative example based on the sample journeys above — not a specific client's results
Last-click attribution credits Email with $230,000 — because it was the final touchpoint before most conversions.
Multi-touch attribution shows Email actually contributed $83,333 when credit is distributed across the full journey. Meanwhile, LinkedIn Ad — which rarely appeared last — contributed $164,167.
Budget decisions made from last-click data would over-invest in Email and undervalue LinkedIn Ad. Multi-touch attribution shows how channels work together across the full conversion path.
Real Customer Journeys (Sample of 10)
Build Multi-Touch Attribution Systems
We design attribution models that track touchpoints across your stack, integrate with existing infrastructure, and provide visibility into channel contribution.
Book Free Diagnostic →Build Infrastructure That Scales
We design data systems, attribution models, automation layers, and AI agents for operators at scaling companies.