Attribution: who gets credit?
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In this lesson you’ll learn to
- I know the main attribution models
- I compare platforms with CRM data
- I ask how customers heard about us
- I track blended CAC
Models
• Last click — all credit to the final click.
• First click — all credit to discovery.
• Data-driven — credit based on observed paths (default in GA4 and Google Ads).
Limits
Privacy changes, cross-device journeys and offline conversations mean no model is perfect. Platforms tend to over-claim credit.
Practical approaches
• Compare platform data with CRM revenue.
• Ask “How did you hear about us?” on forms and calls.
• Run holdout or geo tests for big channels.
• Watch blended metrics: total spend ÷ total customers.
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