Full Answer
Last-click ignores journey. Multi-touch shows all contributing channels. More accurate picture.
Cherry Seed
Why is last-click attribution misleading?
attribution model
conversion tracking
channel grouping
Quick Answer
Most journeys are multi-touch: Facebook ad → Google search → Direct → Purchase. Last-click gives all credit to 'Direct,' ignoring Facebook and Google contributions. Multi-touch attribution shows full journey and each touchpoint's influence.