When Last-Touch Stops Being Honest
Last-touch is simple enough to survive a Monday standup. It becomes dishonest when assisted journeys dominate—email nudges, push reminders, and partner referrals that never appear in the final hop.
Watch for paid channels that “win” every conversion while branded search quietly rises in parallel. That pattern usually means last-touch is capturing the closer, not the introducer.
You do not need a perfect multi-touch model overnight. Start by documenting assisted paths for your top three conversion events, then decide whether last-touch still answers the budget question you actually ask.