With last-touch attribution, businesses have the powerful ability to see exactly what happened right before a conversion.

However, the clarity and immediacy of short-term attribution tools often lead marketers to lean on them too heavily and miss the complexity of modern customer journeys.

That's the argument that WARC Advisory and TikTok make in a recent report.

An infographic (below) covers key ideas from the paper.

It looks at how today's "measurement paradox" leads marketers to wrongly attribute sales and incorrectly divide brand marketing and performance marketing.

Check out the infographic: