From Click to Conversion: Attribution Architecture

The Complication

Last-click attribution credited paid search for 71% of conversions. Finance was suspicious. Marketing was defensive. No one could defend the number to the board.

The Diagnosis

The measurement layer was a single dial, last-click, pretending to be a movement. Organic, email, and brand were systematically undervalued; paid was systematically over-credited.

The Calibration

We instrumented every touchpoint, layered multi-touch attribution alongside media mix modelling, and reported both in parallel. Where the two models disagreed, we investigated, instead of picking the flattering one.

The Result

• ▸Paid's true share: 71% → 38%
• ▸Organic's credited share: 9% → 31%
• ▸Budget reallocation ROI: +44%

Attribution became a schematic the whole board could read.