Fix Your Broken Attribution With Person-Level Data

Marketing attribution is broken, and everyone knows it. Your Google Ads dashboard says it drove 500 conversions. Your Meta dashboard says it drove 400. Your email platform claims 300. But you only had 600 total conversions. Every platform over-counts because they each use last-click or view-through attribution that takes full credit for shared conversions. The result is inflated numbers, double-counted revenue, and no reliable way to know what's actually working.

The deeper problem is that attribution models based on cookies and sessions fundamentally cannot capture the modern buyer journey. A customer might discover you through a podcast mention, visit your site from a Google search a week later, click a retargeting ad the following month, and finally convert through a direct visit. Cookie-based attribution might credit the direct visit, completely missing the three touchpoints that actually drove the decision. Your marketing strategy is being shaped by whichever platform happened to be the last click.

KISSmetrics takes a fundamentally different approach to attribution by tracking people, not cookies. Every touchpoint in the buyer journey is connected to a real person, from first anonymous visit through conversion and beyond. You can see the complete multi-touch journey and assign credit appropriately. No more double-counting, no more platform bias, no more attribution models that contradict each other. Just clean, person-level data that shows how your marketing channels work together to drive revenue.