18/05/2026
Most clients get this wrong.
They see one platform driving the bulk of direct sales and want to cut the rest. But the problem isnโt the channel, itโs attribution.
The reality of the customer journey:
Top of Funnel (Facebook/TikTok): Builds awareness & engagement.
Middle of Funnel (LinkedIn): Establishes authority & trust.
Bottom of Funnel (YouTube/Search): Closes the final sale.
If you cut the platforms feeding the top of your funnel, your conversion channels will eventually run dry. Stop measuring every platform by the same metric, and start tracking the whole journey.
Found this insightful?
Hit follow for more strategic marketing insights.