Part 7 of the growth marketing series. Part 1: what actually moves the needle . Part 2: finding your funnel leak . Part 3: landing pages . Part 4: paid media budget waste . Part 5: where AI actually helps in paid media . Part 6: retention and lifecycle flows . This one's about the number everyone trusts and shouldn't — last-click attribution. Last year I ran a geo holdout test for a brand that swore Meta prospecting was their best channel. Their dashboard said so. Last-click had Meta responsible for 41% of revenue. We split the country into two matched groups by past sales volume. Paused all Meta prospecting in one group for three weeks. Left everything else running exactly as normal in both groups. Revenue in the paused regions dropped 4%. Not 41%. Four. 4% Actual revenue drop when Meta prospecting was paused, versus the 41% last-click credited it with Most of the sales Meta was "generating" were people who'd already decided to...
Growth Marketing That Actually Works