Ninety days of touchpoints, and the demo call takes the credit.
They read a blog post in March, came back through a comparison page in April, signed up for a trial in May and took a sales call in June. Last-touch gives the sales call all of it. At the next budget review the blog gets cut, and nine months later nobody can work out why the pipeline thinned.
what a channel is judged on
not per session
first touch to paid
Signups are the wrong unit
Reporting that stops at the signup flatters whichever channel sends the least serious traffic. Paid social will win that scoreboard almost every time, at a trial-to-paid rate a fraction of organic. The number that matters is the paid conversion, and it arrives weeks later, which is exactly why most reporting never connects the two.
The cost of getting it backwards
Budget follows the reporting. Cut the channel that starts the cycle and nothing happens for a quarter, because the deals already in flight still close. The damage shows up two quarters later as a pipeline that is thinner at the top, by which point the cut looks unrelated and usually gets blamed on the market.
What askotter measures instead
Every touchpoint across the cycle is recorded against the account, and conversions are attributed to the page and the channel that produced them rather than the one seen last. Trials are judged on whether they became paying accounts, not on whether they signed up. Where the paid platforms over-claim, the report says so and shows the gap against what actually converted.
Real-time detection in action.
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