Most marketers are flying blind because their attribution is broken. You're crediting last-click conversions, ignoring touchpoints that actually drove the sale, and making budget decisions on incomplete data. I've managed campaigns with budgets up to $300K+ monthly, and here's the truth: attribution isn't just about tracking, it's about understanding the customer journey so you can invest in what works. Single-touch models oversimplify. Multi-touch models often create more confusion than clarity. In this post, I break down how to build practical full-funnel attribution models that reflect reality and show you how to use that data to optimize spend, prove ROI, and scale profitably without guessing which channels deserve credit.