Attribution seems like the deep end of the pool in which no digital marketers want to swim. Mostly because it’s hard to know where to start, and we’ve built our collective lives around analyzing last click data.

If you can muster the courage to choose an attribution model in Google Analytics (besides the default last click), it can reward your business in many ways, including: Better budget allocation for paid media initiatives, better prioritization of content projects, and better utilization of house lists, email and social alike.

It would help if you began somewhere. Usually, that means moving away from the last click. Literally, any other attribution model tells a more complete story about your marketing efforts than last click attribution, because it takes away credit from the “Direct” channel.