Relying on “Last-Click” attribution—where the last ad a user clicked gets 100% of the credit—is a recipe for a failed budget in 2026. Modern consumer journeys are fragmented. A user might discover you on TikTok, research you on Google, and finally convert after seeing a Meta remarketing ad
How to Scale Smart:
- Diversified Allocation: Don’t put all your eggs in one basket. Use 60% of your budget for proven channels and 40% for “top-of-funnel” discovery.
- Full-Funnel Tracking: Use server-side tracking (API) to capture data that traditional cookies miss.
- Unified Messaging: Ensure your brand voice is consistent. The TikTok “vibe” must match the Google “professionalism.”