Chris is designing a measurement plan for a B2B campaign. His teammate suggests only tracking last-click conversions, since “that’s all leadership cares about.” What should Chris say?

B2B buying journeys often involve multiple stakeholders, longer evaluation cycles, and several campaign touchpoints before conversion. Multi-touch attribution helps show how earlier and later interactions contribute to pipeline influence and decision-making. Relying only on last-click attribution can undervalue awareness and consideration activity that helped build trust before the final action. A stronger measurement plan should connect campaign activity across the funnel to business outcomes.