Data-driven attribution (GA4, Google Ads) is the default for most advisers. Avoid last-click; it over-credits branded search and mis-reads pipeline. For long sales cycles, add offline-conversion uploads and a 90-day attribution window.
Why last-click fails Most first clicks for advice come from Meta, Google Display or YouTube. Last-click gives all credit to the final (usually branded) search, hiding the real driver.
Recommended setup - GA4 with data-driven attribution. - Google Ads using enhanced conversions + offline uploads. - Meta CAPI (Conversions API) server-side. - 90-day attribution window (adviser sales cycles are long).
What to measure - Assisted conversions by channel. - First-click share by campaign. - Cost per client (weighted, not first-touch alone). - Pipeline value by originating channel.
Budget reallocation Channels that get 0% last-click credit often drive 30 to 50% of assists. Do not cut them without modelling.