Analytics & CRO

Last-Click, Multi-Touch, or Incrementality: Picking the Right Attribution Model

There’s no universally correct attribution model — only one that matches the decision you’re actually trying to make.

Performance Marketer · March 15, 2026 · 7 min read

Attribution debates usually go in circles because people argue about which model is “right” instead of which model fits the decision in front of them.

Match the model to the decision

Last-click is fine for daily bid adjustments. Multi-touch is better for budget allocation across channels. Incrementality testing is the only honest answer for “should this channel exist at all.”

The mistake I see most

Using last-click data to justify a channel’s existence, when the question it was built to answer is much narrower than that.

Edited & Reviewed by Anil Veeramaneni

Performance Marketer

I work across Google Ads, Meta Ads, CRO, and analytics. At GrowthPulp, I review and break down what actually happens inside campaigns, what marketers often miss, and how to make better paid media decisions.

Last-Click, Multi-Touch, or Incrementality: Picking the Right Attribution Model

Match the model to the decision

The mistake I see most

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