Is the way you track conversions damaging your campaigns?

Measurability is no doubt a huge attraction of paid media – the way we know exactly what return we generate and can optimise to further increase it. However, one of the biggest flaws is the focus on last-click, which we know can result in an imbalance of attention being paid to bottom-of-the-funnel activity, rather than looking at the top of the funnel and the initial interactions that customers make.
This is often seen at a basic level in the performance of brand versus non-brand keywords