Question: Chris is designing a measurement plan for a B2B campaign. His teammate suggests only tracking last-click conversions, since “that’s all leadership cares about.” What should Chris say?
- Our goals are not the same as leadership's goals.
- B2B requires an attribution model that shows how multiple touchpoints build trust and influence decisions across a longer cycle.
- In B2B, earlier touches like content downloads or webinars don’t matter as much.
- Last-click attribution is the best way to capture the true impact of a B2B campaign.
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “LinkedIn Marketing Measurement Certification” page.
