@neilpatel: Attribution is screwed, and it will get worse in this zero-click world filled with LLMs. We had 400 businesses survey their customers on how many channels they interacted with the brand on before they purchased. People’s memories aren’t always 100% accurate, but it directionally gives you a sense. It doesn’t matter what the price point is or whether it is B2B or B2C, people interact with a brand on at least 3 channels before they purchase. In most cases, they interact multiple times on that channel… so the touch points are even greater. Don’t assume that it isn't producing results if you can’t track it. And if you can track it, don’t assume it is accurate. A great example of this is that I just bought a Matic Robot Vacuum. My buddy Eric Siu first told me about it… then my sister showed it to me at her house last week and said I should get it, and then Eric showed me an X thread from the Shopify CEO on how Matic is great… I dug in and read the comments on that X thread…, and then I purchased it. It cost me $1201.77, including shipping and taxes. I didn’t want to rush into purchasing something that expensive. Now, how is Matic going to attribute that sale? I went directly and purchased…, and there’s no way for them to know what caused the sale.

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