Summary: AI attribution models map the real customer journey, showing which touchpoints actually drive conversions.
Problem: Last-click attribution hides the true impact of upper-funnel or mid-funnel interactions.
Solution: AI models assign conversion value dynamically across all touchpoints.
Comparison:
Last-click: misleading ROI
Manual attribution: subjective
AI attribution: data-based clarity
Actionable Recommendation: Switch to a data-driven attribution model in Google Ads or Meta and compare results with your historical last-click reports.