Harikesh Nair and Charles Farina

📖 Is your data only telling you the final sentence of your customer’s story? Relying on last-click attribution isn’t the “safe bet” – it’s a short-term strategy that hides your true ROI. As Harikesh Nair (Sr. Director, Data Science & Engineering at Google) and Charles Farina (VP of Digital Analytics at Adswerve) point out, last-click creates two massive risks for your business: 1. 𝗢𝘃𝗲𝗿-𝗰𝗿𝗲𝗱𝗶𝘁𝗶𝗻𝗴 channels that simply capture users who were already going to buy. 2. 𝗖𝘂𝘁𝘁𝗶𝗻𝗴 𝗼𝘂𝘁 𝗱𝗲𝗺𝗮𝗻𝗱 by under-investing in the assist, leading to a shrinking customer base. To build sustainable growth, marketing leaders are shifting from simple correlation to causal proof with data-driven attribution (DDA). Here’s how it changes your bottom line: 💸 𝗨𝗻𝗰𝗮𝗽 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀: When last-click bias is removed, we see platforms like YouTube often drive 2.3X higher incremental profit than social media.* 🪄 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗳𝗼𝗿 𝗾𝘂𝗮𝗹𝗶𝘁𝘆: DDA identifies high-intent signals early in the journey, allowing you to convert higher-quality leads at every touchpoint. 📊 𝗖𝘂𝘀𝘁𝗼𝗺𝗶𝘇𝗲𝗱 𝗮𝗰𝗰𝘂𝗿𝗮𝗰𝘆: We’re invested in building models that work even with lower conversion volumes, so you can value every engagement unique to your specific business. Start using causal certainty to prove the true value of your media mix. What’s your biggest barrier preventing the switch? *Source: TransUnion, US, Q1 2022 - Q4 2024. 2. Nielsen, US, 2021-2023. 3. Nielsen, US, 2024. 4. Nielsen, US, 2021-2023. 5. Google Conversion Lift Analysis, Global, Jan 2021 - July 2024. 6. Google Conversion Lift Analysis, Global, Jan 2021 - July 2024