Most marketers will tell you that last-touch attribution—the most common way to measure marketing effectiveness—isn’t perfect. There are many steps along the customer journey, and shoppers can interact with your brand, content, and marketing materials dozens of times before making a purchase. But last touch gets used anyway, because it’s better than nothing and much easier to implement than more nuanced models.

In his post Inspect CarGurus Referral Traffic in GA, Brian Pasch at PCG Companies lays out the case for why a more comprehensive view of lead attribution is important, and uses CarGurus as his example.