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 b…