Most SaaS marketers look at 'Last Click' because it's easy, but it's rarely accurate. A customer might see a LinkedIn post, read three blog articles, and then sign up via a direct search. In B2B, the sales cycle can span months and involve multiple stakeholders.

Multi-Touch Models

To truly understand ROI, you need to implement decay or U-shaped models that give credit to the first touchpoint that sparked interest and the last one that drove the conversion. This prevents 'undervaluing' your top-of-funnel content marketing.

• Linear Attribution: Distributing credit equally across all touchpoints
• U-Shaped Model: Giving 40% to the first and last touch, and 20% to the middle
• Time Decay: Increasing value as the touchpoint gets closer to the conversion time