Measurement
What attribution model should financial advisers use?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What attribution model should financial advisers use?
Data-driven attribution (Google) or Metas 7-day click/1-day view, with offline events imported. Last-click undervalues awareness; first-click undervalues closers.
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Options
- Data-driven (Google Ads, GA4): ML-weighted
- 7-day click / 1-day view (Meta default)
- Position-based (40/20/40): good balance manually
Reality
Financial advice cycles span 30-120 days; longer attribution windows and offline events matter more than picking the "perfect" model.
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