Still on last-click for paid campaigns. Should we switch, and to what?

For most apps, last-click is the right starting model: it fits short install journeys, it is what ad network postbacks expect, and it is easy to explain. Move to a data-driven multi-touch model when you have high conversion volume (at least 10k conversions a month for stable results), several channels competing for the same users, and someone who can interpret the output. Vertical matters too: gaming suits last-click, fintech benefits from reading first-click alongside last-click, and subscription apps often start with linear. Whatever you pick, prove it with a holdout: exclude 10% of the audience from your best-looking channel for two weeks and compare the drop with the credit the model gives it. On iOS, opted-out users only appear in aggregate SKAN or AdAttributionKit data, so multi-touch runs on consented and Android data. Linkrunner includes last-click by default and a Markov multi-touch model on request.