What Last-Touch Misses: Where Growth Is Coming From Now

Most app marketers still rely solely on last-touch attribution to evaluate performance, but modern user journeys don’t work that way. New data from Singular shows Snapchat with an 84% single-attributed install rate and a 51% assist rate, highlighting how much impact can sit outside of last-click reporting.

In this session, we’ll break down what this means for how growth actually works today, and how leading teams are adapting their approach to acquisition, measurement, and testing. Attendees will leave with a clearer view of where performance is coming from and how to evaluate it in a way that reflects true incremental impact.