Attribution models preference.......?

With all the data privacy updates and tracking changes happing everywhere, which attribution modal are you guys actually trusting for day to day optimization? Are you still relying on last click data, or has everyone shifted over to data driven or position based models to make budget decisions?

I think using more than one data source gives a clearer picture than relying only on last click attribution.

Honestly, I think it depends on the account. Last click keeps things simple, while data-driven can help show the bigger picture. I'd check which one lines up better with actual conversions before making budget changes.

i dont usually track data but the leads i am getting and converting, that is what i am always after

I think it depends on the business. some products need more time and several visits before people buy.

Honestly, I trust my actual sales data more than any single attribution model. Tracking is never 100% accurate these days.

I have 10y experience running omnichannel for clients.

First, you figure out how much data you are losing due to cookies (most tools can track % of approvals), and you of course modify the cookie acceptance in a way to increase chances - middle of the screen, have "preferences" instead of "decline", etc. Ideally you get around 90% acceptance.

Then, you establish your trends (GA4 is as good for this as any, as it is not about the exact attributed numbers). Say you got 1 mil in sales, and GA4 says:

40% Google paid
10% Google organic
20% Meta paid
15% Meta organic
5% Bing
10% some other bullshit

What you do is you monitor these ratios, say you increase your meta spend by 25% - you see sales increase in your ecom system, and here in this attribution model you will see that meta stayed the same or with just a slight increase, but google went up, meaning people are searching what they've seen in your ads.

The key takeaway: focus on trends/ratios, not exact figures.