Why You Should Never Judge a Digital Campaign by Its Last Click
The hidden roles in your marketing funnel deserve more credit than they get.
For many advertisers, the Last Click reported in Google Analytics (GA) is seen as the ultimate hero of the marketing journey, like the final runner in a 4x100 relay who crosses the finish line, stands proudly on the podium, and walks away with all the glory.
But here's the real question: did anyone even notice the three teammates who handed over the baton?
Display Ads: Not Deadweight, But the Opening Act
Many of my fellow creatives still hold a cynical view of Display Ads. The usual complaint? "They're so annoying. Who even clicks those?"
But let's be honest—it's rarely about the ad format. It's about whether the content has enough stopping power, enough of a hook to earn attention and trigger a reaction.
Yes, click-through rates (CTRs) on Display Ads are often low. But does that automatically mean they're useless?
Picture this: You've been thinking about getting a new pair of running shoes. One morning, you're browsing a news site, and a Display Ad catches your eye—bold visuals, a familiar brand name, and a vibe you've always kind of liked. Mentally, you give it a point.
A few days later, you see the same pair featured by an influencer in an IG Story. You don't click—but you're now more aware.
Soon after, you start looking up YouTube reviews. You stumble across Reddit threads, forum posts, and Facebook comments. Display Ads for that same shoe keep popping up.
Meanwhile, Display Ads quietly continue their work—different creatives, different messaging, now offering you a promo code. You still hold off.
Until one morning, during your commute, you spot someone actually wearing the shoes. Boom. You visit the brand's website and order them directly.
Your GA report? It only registers a "Direct" conversion.
However, we all know that the final click was merely the culmination of everything that came before it.
If Display Ads weren't part of the story, how did the story even begin?
Every Message Is a Cast Member
Think of your marketing funnel as a stage production. Each message, each touchpoint is a cast member playing a specific role:
Display Ads – the opening scene. They're not trying to convert you immediately, just planting a seed in your mind.
Social content / Videos – character development. They give you more context. They also help you connect with the brand's tone, vibe, and values.
Search Ads – the helpful sidekick. When you're ready to buy, they're right there with answers and offers.
Retargeting Ads – the voice in your head. "Still thinking about those shoes? The promo code's still valid..."
Direct Access – the big finale. You type in the URL and place the order. But that's not the start of the story—it's the resolution.
EDM / CRM – the closer. You almost left? Here's a discount to change your mind.
So, who gets the credit for the sale?
Simple. They all do.
Attribution Models: Rewriting the Credit Roll
That's where Attribution Models come in.
They help marketers assign fair credit to each part of the journey. Here are the four most common:
First Click – all credit goes to the initial touchpoint.
Last Click – only the final interaction counts.
Linear Attribution – equal credit to all steps.
Time Decay – the closer the touchpoint is to the conversion, the more credit it gets.
Each model offers a different lens. It's like watching the same film with other friends—one focuses on the lead actor, another on the director, and a third on the soundtrack.
There's no "best" model. The real question is: What do you want to see more clearly?
Rack & Stack: Sorting the Cast by Contribution
The Rack & Stack method adds another layer of intelligence.
Instead of treating all your ad channels equally—or relying on gut instinct—it ranks them based on actual impact.
Who's driving meaningful conversions?
Which channel consistently performs?
Which ones might be wasting your budget?
This isn't about "what feels good." It's about evidence-based decision-making.
Like reviewing a team's post-game stats—you don't hand out MVPs based on vibes.
Only Looking at Last Click? You're Missing the Whole Show
If you're still focused solely on Last Click conversions, it's like handing the Best Player award to the guy who scored the goal, without acknowledging the midfielder who passed the ball, the defender who started the play, or the coach who designed the tactic.
"Isn’t it fair or not?"
A customer's purchase journey is rarely linear. It's a series of nudges, impressions, and subconscious signals:
First brand exposure → "Hey, this looks familiar."
Seeing a review → "Hmm, maybe it's worth a shot."
Receiving a promo → "Let me crunch the numbers."
Retargeted ad → "Still here? That's persistent."
Seeing it in real life → "Okay, I want this."
Direct visit → Checkout. Done.
Rewarding only the last step means ignoring all the setup that made it happen.
The Best Practice: Attribution + Stack = Smarter Spending
Attribution helps reconstruct the conversion journey.
Rack & Stack enables you to prioritize future investments based on real performance.
Together, they give you the whole picture—and the power to allocate budget more effectively.
Final Thought: In Digital Marketing, There Are No Lone Heroes
Conversions are rarely won by a single ad.
They're the result of rhythm, timing, coordination, and strategic orchestration.
It's a well-rehearsed team, not a solo act.
So, the next time you check your GA dashboard, don't just look at the final move.
Look at the whole match.
And give credit where credit's due.