Insights, Data & More Caffeine

Last Click Attribution Is the Comfort Food of Media Measurement

CS & Co. Marketing Studio

Published on: 21/04/2026

This article explores why last click attribution, while simple and widely used, often misrepresents true marketing performance. It breaks down how modern consumer journeys—especially in Connected TV—are fragmented, delayed, and cross-device, making the final click an unreliable source of truth. The piece highlights the hidden cost of overvaluing bottom-funnel channels and makes the case for measuring the full customer journey, not just the last step.