Proving the brand-to-revenue pipeline

Psst…your funnel might be lying to you.

Most only show you the final step, and it’s usually what your CFO is hyperfixated on.
Where did the lead come from and did they purchase?
Last-click attribution at its finest.

A riddle for you:

You see an ad for a new face cream. You click and read the benefits and reviews, but don’t buy.
Later you scroll past an influe…