When Someone Says Last Click Proves It
Respond constructively when someone overclaims what last-click attribution can prove.
battlecard A stakeholder wants to settle a budget debate with a last-click report alone. Last-click proves search is doing the work. The other channels are just noise. Last-click is useful for seeing who closes, but mix decisions also need to ask who creates demand, what each channel's blended CAC looks like, and whether the recommendation still holds on payback. Let's use last-click as one lens, not the whole verdict. The response respects the value of the report instead of dismissing it, then adds the missing pieces: path role, customer cost, and recovery timing. That lowers defensiveness while improving the decision…
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