What’s the best attribution model For PPC?

Last-click attribution has been the default for digital marketers since the beginning of time. It’s easy, it’s tangible, it’s close to the finish line, and in general, it makes us PPC managers look great. And that’s the problem. Let’s face it — the last-click metrics we’ve been operating on for years have been greatly over-assigning credit to the last interaction.Read the full article