Causal attribution becomes more valuable than last-touch attribution in scenarios where the sales cycle is long, complex, and involves multiple stakeholders. In my work with B2B clients, I’ve seen deals that take 6-18 months to close, with buyers interacting with dozens of touchpoints along the way. If you rely only on last-touch attribution, the entire credit goes to the final sales call or retargeting ad, while the initial LinkedIn ad or early whitepaper download – which actually sparked the journey – gets ignored. That creates a distorted picture of what’s really driving revenue.