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What is the main weakness of last-click attribution?

  1. A It over-credits the final touchpoint and undervalues demand creation
  2. B It requires machine learning
  3. C It cannot measure paid media
  4. 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.

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