Marketers can justify budgets and campaigns without using a last-click attribution model. Scroll down about one-third of the way through the post to read Kevin Lee's steps on developing a "true
search engine marketing campaign," rather than "a demand-harvesting machine." He suggests factoring in last-click conversions that understate the aggregate rate due to deleted, blocked and filtered
cookies, as well as the loss from consumers using more than one device to make a purchase or download a white paper. Read the article here.