I think I agree with you on your comment. I don’t think any vendor has a good attribution feature for the exact reason you mention: there are not many companies that have clearly defined attribution models. I’m not sure that it’s the vendors that should be pushing the attribution models, but the users. I think the vendors needs to create flexible systems that support whatever attribution model a company wants to use.

Thanks for the comments everyone!

But I really hope they won’t limit the first VS last attribution options to Adwords and open it to other channels.

This brings me to ask you why you say that “no one has come forward with a better solution to the attribution issue… until now”. I don’t think this First and Last click on Adwords only can be seen as an improvement on what other vendors have been offering so far…

The attribution challenge you refer to is not so much related to how analytics tools (other than Google) allows you to set attribution models, but rather to the lack of proper setup from people/companies not familiar with advanced attribution models and most importantly which model is right for their business.

Thanks for the write-up on this; great job as always!