Last Attribution Problem In EdTech Marketing

Most marketers give 100% credit to the WRONG marketing channel.

Here's why your analytics are lying to you 👇

I've been analyzing marketing data across channels for EdTech companies. The numbers surprised me:
- Email marketing: High conversion credit
- Organic search: Medium credit
- Referrals: Lower than expected

But here's the problem: Last attribution bias.

Let me show you a real EdTech buyer journey:

📅 Week 1: Customer discovers JEE Prep
→ Watches YouTube videos from XYZ Company
→ Gets educated (Organic Traffic)
→ Top of funnel ✅

📅 Week 2: Searches "JEE Prep classes near me"
→ Clicks on XYZ Company's site
→ Considers the brand (Organic Traffic)
→ Middle of funnel ✅

📅 Week 3: Sees Facebook retargeting ad
→ Brand reinforcement (Paid Social)
→ Bottom of funnel ✅

📅 Week 4: Receives email with offer
→ Clicks through to landing page
→ CONVERTS ✅
→ Email gets 100% credit ❌

**The Truth:**
YouTube started the journey. Google search built consideration. Facebook retargeting reinforced trust. Email closed the deal.

But traditional analytics give email 100% of the credit.

That's attribution bias.

Modern attribution models distribute credit across all touchpoints. But they require sophisticated tools and intense tracking.

At Quantryx, we help EdTech founders see the FULL customer journey—not just the last click.