“Meta isn’t working anymore,” or “we should probably pull the budget.” If you work at an agency, you’ve heard it before.

Most of the time, this conversation does not start because Meta suddenly stopped influencing revenue. It starts because their last click reporting only tells part of the story.

The Real Problem Behind “Meta Isn’t Working”

The issue usually isn’t the channel, it’s the attribution model. Many still rely on last-click attribution.

When you look at performance this way, Meta can appear to underperform because:

It often drives discovery, not only final clicks
It assists conversions that close later via search, email, or direct

So when a client asks, “why are we spending so much on Meta if email is converting better?” the last-click data seems to support that concern, even if it is misleading.

Why Agencies Move to Multi-Touch Attribution

Multi-touch attribution shows how all channels work together, not just who gets the final click.

Instead of asking:

“Which channel closed the sale?”

Agencies can answer:

“Which channels influenced this conversion, and how much did each contribute?”

What Multi-Touch Attribution Reveals About Meta

When agencies switch to a multi-touch model, they can see all the touchpoints that lead to a conversion.

Suddenly, Meta isn’t “not working.” It’s supporting revenue in ways the old reports never showed.

How ThoughtMetric Helps Agencies Avoid These Conversations

ThoughtMetric offers multi-touch attribution that is:

Applied consistently across all channels
Tied directly to store revenue
Easy to explain to non-technical clients

Agencies can show Meta, Google, email, influencers, AI search, and more in one unified view.

Instead of arguing with platform screenshots, agencies can confidently say:

“Here’s how Meta contributes to revenue across the full journey.”

The Outcome: Better Decision

When agencies use multi-touch attribution:

Fewer reactive budget cuts happen
Clients trust reporting more

Want to see how agencies use multi-touch attribution in real client dashboards?

Book a demo with ThoughtMetric and see how attribution clarity changes every conversation.

FAQs

How does ThoughtMetric use multi-touch attribution?

ThoughtMetric applies multi-touch attribution across all connected marketing channels and incorporates post-purchase survey data to better understand how each touchpoint contributes to revenue. Attribution is tied directly to store revenue rather than platform-reported metrics, providing a consistent view of performance.

Which attribution models does ThoughtMetric offer?

ThoughtMetric offers five attribution models, including multi-touch. Agencies can switch between models to compare performance and align reporting with how their clients make decisions.

How does ThoughtMetric help agencies explain performance to clients?

ThoughtMetric presents attribution in a clean, unified dashboard that shows how paid, organic, email, influencers, AI search, and other channels work together. This helps agencies replace “Meta isn’t working” conversations with data-backed explanations.

Is ThoughtMetric built for agencies or brands?

ThoughtMetric is built for both, but agencies benefit from standardized attribution, client-ready reporting, and unlimited users across all accounts. This makes it easier to scale reporting without spreadsheets or complex BI tools.

How Agencies Can Use Multi-Touch Attribution to Prevent “Meta Isn’t Working” Conversations