Last-click attribution is easy to set up and impossible to defend. It hands all the credit to the final touch and quietly starves the channels that created demand in the first place. When finance asks why paid social keeps growing while "attributed revenue" stays flat, nobody has a good answer.

Start from revenue, not from clicks

A model finance trusts begins in the billing system, not the ad platform. Pull closed-won deals and paid subscriptions first, then walk each one backward through the CRM and your tracking data. Every journey you can't reconstruct is a gap to fix before you argue about weighting.

Pick a model you can explain in one sentence

Position-based (40/20/40) and time-decay models are good defaults. Data-driven models are more accurate once you have a few thousand conversions per quarter, but only if everyone understands what they are looking at.

Reconcile every month

Attributed revenue should match booked revenue within a few percent. In Skyroot, the reconciliation view flags any month where the two drift apart, so trust is earned with numbers rather than slides.

Once finance and marketing read the same report, budget conversations stop being debates and start being decisions.