Why last-touch attribution is lying to you (and how to measure real ROI)

A buyer might read a PR feature on TechCrunch, see 3 influencer videos on TikTok, and follow your founder on LinkedIn before finally searching your brand on Google and clicking an ad.

The Fallacy of Single-Touch Attribution

Crediting 100% of the sale to Google Search ignores the PR and influencer channels that built the initial demand, causing agencies to cut top-of-funnel engines prematurely.

Full-Funnel Measurement Stack

We combine GA4 event tracking, UTM parameters, PostHog product analytics, and custom CRM dashboards to assign balanced multi-touch weight across every buyer touchpoint.