When last-click flatters brand search
Brand terms often sit at the end of paths that content and partners opened. Here is how we show that without dismissing paid search.
Brand search converts. That is not the dispute. The dispute is whether those clicks discovered demand or harvested it.
In several Bangkok B2B audits we ran in 2025–2026, brand terms collected last-click credit on deals whose earlier touches were webinars, partner newsletters, or category SEO. When we placed a position-based lens beside last-click, brand search kept a meaningful but smaller share — and early assists stopped looking like “noise.”
A practical chart pair
Show the same closed-won set under last-click and under a model that credits first and lead-creating touches. Do not average them into one vanity number. Leadership needs to see the swing.
Guardrails
Exclude employee and agency traffic. Separate brand from non-brand before arguing. If your CRM cannot tell a sales-assisted opportunity from self-serve, fix that definition before blaming a channel.