The Promise vs. The Reality If you've ever sat in a room where someone says "we just need better attribution," you know the feeling. There's a collective nod. Everyone agrees. And then six months later, you have a new dashboard, a pile of channel data, and roughly the same amount of uncertainty about what's actually driving results. Multi-touch attribution is genuinely useful. But it's also one of the most misunderstood tools in marketing — especially for teams that are newer