Your last-click dashboard is lying to you

Last-click attribution used to offer a straightforward glimpse into campaign performance. But that’s changing: privacy updates, signal loss, fragmented identities, and stricter consent have forced us all to redefine what value truly means and how it gets measured. 

In the first episode of Attributed podcast, host Neha Dawar sits down with Maria Solodilova, Head of Business Development at Yango Ads, and Mark Fruhan, Global Head of Demand and Strategic Partner Development at BidMachine, to answer the burning question: what comes after the last click? Their conversation dives into how advertisers are navigating a market transformed by first-party and zero-party data, contextual signals, and creative innovation.

They move the discussion beyond installs and clicks to the metrics that really matter now: retention, engagement, spend, and lifetime value. The episode doesn’t shy away from tough questions either — exploring the ongoing debate between brand and performance, the impact of consent, and why quality in ads, apps, data, and creative is becoming the ultimate growth lever.

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