First-Touch vs. Multi-Touch Attribution
The classic mistake is relying solely on last-click attribution. Content often plays a role early in the buyer's journey—educating them on the problem before they're even looking for a solution. If you only credit the final ad they clicked, you undervalue your blog.
We recommend a multi-touch model that assigns value to every interaction. Did they read a blog post three months ago? Did they download a whitepaper? All of these touchpoints contributed to the sale.
Setting Up the Tracking Infrastructure
You don't need enterprise-grade software to start. Google Analytics 4 (GA4) offers robust path exploration tools. By setting up proper events and conversions, you can visualize the user journey from that first blog post landing all the way to the 'Book Demo' confirmation page.
Key takeaway
When you can prove the ROI of your content, you unlock the budget to scale it.