Запускаем продукт на новом рынке и голова кругом от выбора модели атрибуции. Last-click кажется слишком простой, а first-click не показывает полную картину. Data-driven пока недостаточно данных. Что используете в похожих ситуациях?
We hit this same issue launching our SaaS in Southeast Asia. Switched to position-based attribution because it gives credit to both first-touch awareness and last-click conversions. Game changer - we discovered our content pillar pages were crushing it with top-funnel engagement but getting no credit under last-click tracking. Position-based showed our educational content was actually driving 40% of qualified pipeline. Totally flipped our editorial calendar priorities.
Hit this same issue during a launch in Eastern Europe. We started with time-decay attribution - it gives more weight to touchpoints near conversion, so you get better insights than last-click without needing tons of data. After three months of email campaigns, we’d collected enough conversion paths to switch to data-driven. Turns out email was actually driving 23% more conversions than time-decay had shown.
We hit the same problem launching in Eastern Europe last year. Went with time-decay attribution as a compromise - credits all touchpoints but weighs recent interactions heavier. What shocked us was how much it showed about our audience’s research habits across channels. After 90 days of good data, the patterns were obvious enough to build our own model. Main takeaway: attribution models are just temporary scaffolding, not permanent fixes.
Had the same issue launching a fintech in Latin America. We A/B tested time-decay vs position-based attribution for six weeks with identical campaigns. Turns out our display ads were driving tons of awareness but time-decay made them look worthless. Complete game-changer - we shifted 30% more budget to top-funnel display and ROAS jumped 18% in two months.