Last-click attribution has long been seen as a practical way to assign value to marketing activities. It offers a clean, simple view of what appears to drive conversions. Yet that simplicity often comes at the cost of accuracy and context.

In an AI-first environment, where journeys are less visible and influence often happens without a click, that cost is no longer acceptable. The model rewards the wrong work, actively leading teams towards poor decisions. To make smarter decisions, you need a more balanced approach to measuring impact.

Last-click attribution assigns all value to the final interaction before a conversion. As a result, touchpoints that help create interest, build trust, or guide the user toward a decision don’t receive credit.

This creates a strong and persistent bias toward channels and tactics closest to the moment of purchase, such as branded search, retargeting, affiliates, and email reminders.…