Written by
ADesign Team
Editorial
Pieces written collaboratively by the ADesign team - design, SEO, ads, and content folks pooling notes from real engagements. No ghostwriters, no AI-only fillers.
PPCADesign Team
Attribution, truthfully: what your ad reports can and can't tell you
The honest middle ground between last-click theater and academic mixed-model fantasies.
Attribution is hard. It's not unsolvable, it's just hard. Last-click is wrong but cheap. Multi-touch is right but expensive and brittle. Most teams pick last-click and lie to themselves.
The middle ground we actually use
- Last-non-direct click as the default Google Ads / Meta Ads attribution.
- Self-reported attribution on every form: "How did you hear about us?"
- Quarterly reconciliation between platform reports and CRM reality.
- One number reported to the CFO: cost per customer. The math behind it lives in the appendix.
You'll never have perfect attribution. You can have an attribution model your team trusts enough to act on. That's the actual job.
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