In B2B SaaS, deals often have long, multi-touch journeys where the last click gives a very incomplete story. Drawing on my growth background, I’ve leaned on causal attribution to prove that early LinkedIn campaigns or webinars really shaped pipeline, even if Google Ads took the closing credit. One rollout we ran showed a 30% lift in conversions traced back to a video series that last-touch would have ignored entirely. If your goal is scaling efficient growth, causal gives the clearest read on what’s actually moving the needle.