This document discusses attribution modeling and going beyond last-click attribution to gain more insights. It notes that attribution is complex as customer journeys often involve multiple touchpoints over time. Effective attribution requires flexible rules to allocate sales across visits based on weighting of channels, brands, and visit position. While attributed sales provide one view, more questions around customer paths, partner contributions, and display impact remain unanswered. The document advocates going beyond sale attribution to model customer engagement and optimize all visits. Proper attribution requires both technology and expertise to understand a business's model and allocate credit appropriately across channels.