What if I told you that you may be looking at your web analytics all wrong? What if what you see when you log in to Google Analytics was a big, fat data lie? What if Tom Brady had stayed with the Patriots? I can help you with exactly two of those questions. It all comes down to attribution and a dirty little habit called “last click.” Come closer and hear my (tongue-in-cheek) cautionary tale ...
First, let’s get some background. So, what is attribution and why do you need to understand it?
