Lead Generation Attribution

Most lead-gen attribution defaults to whichever touch happened last before a form fill or a deal closed, which systematically overcredits bottom-of-funnel channels (branded search, a final sales call) and undercredits the channels that actually built the awareness and trust that made the last touch work at all. Fixing this is less about buying an attribution tool and more about deciding, deliberately, what model reflects reality for your specific sales cycle.

Why last-touch is usually misleading

Last-touch story    "branded search drives all our pipeline" —
                    someone searched your brand name right before
                    filling out a form
What actually happened   they read a comparison article three
                    months ago, saw a case study a competitor's
                    customer mentioned, attended a webinar, and
                    only then searched your name directly, ready
                    to convert

Last-touch attribution credits the final, easiest-to-track step and erases everything that built the intent behind it — and because branded search and direct traffic are almost always the easiest final step to track, last-touch models systematically overvalue them and undervalue the harder-to-track channels (content, community, word of mouth) that did the actual persuading.