Beyond last-click

Last-click attribution is seductive because it's certain. It points at the final touch and declares it the cause. But the touch that closes a sale is rarely the one that created it.

The measurement trap

Channels near the bottom of the funnel — search, retargeting — collect credit for demand that brand media built upstream. Starve the upper funnel and conversions hold for a quarter, then quietly erode. By the time last-click registers the drop, the brand has already softened and the cause is months in the past.

The touch that closes a sale is rarely the one that created it.

Modelling contribution, not the last touch

Curvio models how each channel contributes to the outcome over time — not which one happened to be last in the path. Brand and performance sit in one model, measured on the same ruler. So you can see what moved equity and penetration, not just what claimed the click, and fund the channels that build demand rather than only the ones that harvest it.

Why it matters for the budget

When the upper funnel can finally prove its contribution, the budget argument changes. The conversation stops being "brand or performance" and becomes a single question asked of every channel: where does the next dollar move the number? That's a question last-click was never able to answer.