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Advertising platforms and consultants are always pushing ecommerce merchants to "move beyond Last Click attribution" and use fancy new "data driven" attribution models. For related reasons, they are also pushing us to use longer conversion windows. But they're rarely explaining the unintended consequences of the changes they're trying to sell us. If you're considering changing your attribution model, go into it with both eyes open, and an understanding of how it will distort the figures you've been using to make business decisions.

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Everywhere we turn, we're being bombarded by propaganda from the major advertising platforms: "You need to move beyond Last Click attribution!" Google is always pushing the Data-Driven attribution model, and that certainly sounds good. But what's the truth here? What's going on behind the curtain, and should you make the jump to a different attribution model?

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