Reading last-click reports without getting trapped
Last-click still arrives in every board pack we see. The problem is not that it exists; it is that it is allowed to finish the sentence.
Journal
Notes written after packs left the printer.
Short pieces on last-click, briefing an attribution review, board packs, branded search, and the CRM extract that starts the clock.
How a UK retail growth team actually briefs an attribution review
A useful brief is shorter than a request-for-proposal and stricter than a chat. Here is the shape we ask teams to send before we agree a start week.
What belongs on the campaign board versus the board pack
Weekly campaign boards and quarterly trustee packs fail for opposite reasons. One drowns in exceptions; the other sands them off.
When branded search distorts the channel story
Branded paid search is often both a sensible safety net and a liar in last-click. Treating it as a moral failure helps nobody; isolating it does.
Preparing the CRM export before we start
The clock on an attribution review starts when the files are usable. This is the export we ask for, and the ways it usually arrives broken.