Most advertisers ask me which one they should use: Hyros or GA4. Wrong question. I’ve watched people run both at the same time and I’ve watched people try to run one without the other. The ones who try to use GA4 alone for ad attribution end up making budget decisions on data that misses 29-33% […]
TL;DR First-click attribution credits the channel that brought a customer to your brand for the first time; last-click attribution credits the final channel before the sale. First-click gives you discovery signal for top-of-funnel campaigns; last-click gives you closing-power signal for retargeting and direct-response campaigns. Neither model accounts for the touchpoints in between, so any business […]
Most people picking an attribution model ask the wrong question. They ask “which model is more accurate?” when the real question is “which model produces the budget decisions I can actually act on?” I’ve watched advertisers spend months trying to find the perfect model when the data going into it was broken from the start. […]
Most advertisers using last-touch attribution have no idea it is costing them money. I’ve seen this pattern hundreds of times across Hyros accounts: a business spending real money on multiple channels, confidently making budget decisions based on a model that credits the final click and ignores everything that got the customer there. The model is […]
TL;DR Ad attribution is the process of assigning credit for a sale or conversion to the specific ads, clicks, and marketing touchpoints that caused it. Without attribution, you’re spending money on ads and hoping they work. With attribution, you know which ads produced revenue and which ones burned budget. The six main attribution models (first-click, […]
Multi-touch attribution grows revenue more reliably than last-click for any funnel with more than one touchpoint per customer, which in 2026 is nearly every paid media funnel. Last-click gives 100% credit to the final ad before purchase; multi-touch distributes credit across every touchpoint. The choice determines budget allocation and whether your growth compounds or stalls. […]
