How does BooleanMaths Attribution solve for Google Bias in Last Click?
How does BooleanMaths Attribution solve for
Google Bias in Last Click?
We solve this problem by using an Enriched First Click model as opposed to the Industry Standard which is Last Click.
Attribution Package
BooleanMaths Attribution Package
At BooleanMaths we offer Brands a fully customisable Attribution Package to help Brands setup their own personal Model.
Key Levers are -
Industry Default vs BooleanMaths
Industry Default vs BooleanMaths
Case Study
Case Study
Below is an example of what this looks like for one of our Brands
Standard Last Click
Enriched First Click
1. What does Meta vs Google share look like?
Ad Platforms significantly distorts reality with Ad Share crossing 100% without even accounting for Organic / Retention.
Last Click heavily favours Google as it harvest demand generated by Meta. It shows Meta / Google have equal contribution despite 3X difference in Ad-Spend.
Enriched First Click is the correct model to measure demand generation accurately.
Once journeys are reconstructed:
Meta (+11%) gains share → Demand creation
Google (-7%) loses share → Demand capture
2. Why First Click vs Last Click is critical?
Meta is creating new demand while Google is closing existing intent.
In standard attribution → Google gets the credit.
In BooleanMaths attribution → Meta gets credit for creating the customer.
3. Why Click Date vs Order Date Matters
Most platforms filter data by order date, because it matches Shopify sales totals. But the Ad click may have happened earlier.
When attribution is based on order date, ad spend and conversions often become misaligned.
Using click date attribution ensures:
marketing ROI is tied to actual ad spend in the time range
correct budget allocation decisions
4. What is the Impact of Enriched Journeys (Cross Browser)?
Most trackers see these as 2 Visitors. → The Google visitor converts. → The Meta visitor appears to drop off.
BooleanMaths stitches them into one user Journeys. This helps us discover Channel overlaps that other platforms miss.
5. Impact on Budget Allocation
Platform view gives an inflated measure of both Channels.
Last Click heavily favours Google.
Enriched First Click gives a true balanced picture helping Brands make the right scaling decisions for each Campaign / Adset / Ad.
Conclusion
Standard attribution suggests:
Meta drives 36% of orders
BooleanMaths reveals:
Meta actually starts 47% of customer journeys
This difference is exactly what cross-browser stitched attribution exposes.
Brands that only look at last-click reporting often underinvest in discovery channels, limiting long-term growth.
Find out how BooleanMaths can help you enrich your sessions.
Find out how BooleanMaths can help you enrich your sessions.
Industry Default vs BooleanMaths
Industry Default vs BooleanMaths
1. What does Meta vs Google share look like?
Ad Platforms significantly distorts reality with Ad Share crossing 100% without even accounting for Organic / Retention.
Last Click heavily favours Google as it harvest demand generated by Meta. It shows Meta / Google have equal contribution despite 3X difference in Ad-Spend.
Enriched First Click is the correct model to measure demand generation accurately.
Once journeys are reconstructed:
Meta (+11%) gains share → Demand creation
Google (-7%) loses share → Demand capture
2. Why First Click vs Last Click is critical?
Meta is creating new demand while Google is closing existing intent.
In standard attribution → Google gets the credit.
In BooleanMaths attribution → Meta gets credit for creating the customer.
3. Why Click Date vs Order Date Matters
Most platforms filter data by order date, because it matches Shopify sales totals. But the Ad click may have happened earlier.
When attribution is based on order date, ad spend and conversions often become misaligned.
Using click date attribution ensures:
marketing ROI is tied to actual ad spend in the time range
correct budget allocation decisions
4. What is the Impact of Enriched Journeys (Cross Browser)?
Most trackers see these as 2 Visitors. → The Google visitor converts. → The Meta visitor appears to drop off.
BooleanMaths stitches them into one user Journeys. This helps us discover Channel overlaps that other platforms miss.
5. Impact on Budget Allocation
Platform view gives an inflated measure of both Channels.
Last Click heavily favours Google.
Enriched First Click gives a true balanced picture helping Brands make the right scaling decisions for each Campaign / Adset / Ad.
Conclusion
Standard attribution suggests:
Meta drives 36% of orders
BooleanMaths reveals:
Meta actually starts 47% of customer journeys
This difference is exactly what cross-browser stitched attribution exposes.
Brands that only look at last-click reporting often underinvest in discovery channels, limiting long-term growth.