What is the main weakness of last-click attribution?
- A It over-credits the final touchpoint and undervalues demand creation
- B It requires machine learning
- C It cannot measure paid media
- D It is only available in Google Ads
Answer
It over-credits the final touchpoint and undervalues demand creation
Branded search and retargeting sit at the end of nearly every journey, which is why they appear disproportionately effective.





