Marketing channels work together, in concert to drive results. Yet more often than not reporting on the performance of channels is fragmented, biased and inaccurate making it next to impossible to get accurate ROI metrics.
Trialfire's Path-Analysis tool illustrates typical path-to-purchase journey. There are often 6-12 touch points before a conversion, illustrated by the flows to the box on the left.
Last click attribution models ignore the majority of the path-to-purchase giving 100% the credit to the last touch point before conversion.