Launch is an award-winning performance marketing agency and certified B Corp. Driven by our philosophy, Performance Marketing Powered By Happiness™, we help brands grow with confidence through paid media, experimentation, performance creative, and data insights. https://speakerdeck.com/launchonlineuk 2026-10-07 17:36:28 -0400 Marketing Measurement in a Zero-Click World: Moving Beyond Last-Click Attribution & ROAS Single-source-of-truth marketing measurement is dead. With 60% of searches now resulting in zero clicks and cookie depreciation fracturing the buyer journey, relying on last-click attribution and ROAS is driving brands into a performance plateau. In this keynote presentation, Jaye Cowle, Founder of certified B Corp agency Launch, breaks down why fixating on bottom-of-the-funnel "efficiency plays" actively damages long-term revenue growth and how measurement teams can support marketing to build real incremental demand. What You’ll Learn from This Deck: The "Harry Kane" Effect: Why last-click attribution overestimates paid search impact by up to 190% and starves top-of-funnel demand creation. Modern Customer Journeys: Moving from linear funnels to non-linear behaviour across dark social, AI overviews, and BCG’s 4 S’s (Streaming, Scrolling, Searching, Shopping). The 3-Step Measurement Framework: Fix It: Cleaning up data infrastructure, server-side tracking, and GTM consent foundations. Agree It: Mapping customer personas and zero-click influence points to replace single-metric ROAS. Improve It: Implementing incrementality testing, geo-holdout experiments, and accessible Marketing Mix Modeling (MMM) like Google Meridian. Real-World Case Study: How Cornish candle maker St. Eval shifted from search-harvesting to demand-generation, unlocking £7.50 in incremental return for every extra £1 spent. Whether you're a CFO, CMO, or data specialist, this deck provides a practical roadmap to evolve your measurement stack, prove true incremental value, and unlock sustainable business growth. Presented by: Jaye Cowle | Founder, Launch — Performance Marketing Powered By Happiness™ Marketing Measurement in a Zero-Click World: Moving Beyond Last-Click Attribution & ROAS Single-source-of-truth marketing measurement is dead. With 60% of searches now resulting in zero clicks and cookie depreciation fracturing the buyer journey, relying on last-click attribution and ROAS is driving brands into a performance plateau. In this keynote presentation, Jaye Cowle, Founder of certified B Corp agency Launch, breaks down why fixating on bottom-of-the-funnel "efficiency plays" actively damages long-term revenue growth and how measurement teams can support marketing to build real incremental demand. What You’ll Learn from This Deck: The "Harry Kane" Effect: Why last-click attribution overestimates paid search impact by up to 190% and starves top-of-funnel demand creation. Modern Customer Journeys: Moving from linear funnels to non-linear behaviour across dark social, AI overviews, and BCG’s 4 S’s (Streaming, Scrolling, Searching, Shopping). The 3-Step Measurement Framework: Fix It: Cleaning up data infrastructure, server-side tracking, and GTM consent foundations. Agree It: Mapping customer personas and zero-click influence points to replace single-metric ROAS. Improve It: Implementing incrementality testing, geo-holdout experiments, and accessible Marketing Mix Modeling (MMM) like Google Meridian. Real-World Case Study: How Cornish candle maker St. Eval shifted from search-harvesting to demand-generation, unlocking £7.50 in incremental return for every extra £1 spent. Whether you're a CFO, CMO, or data specialist, this deck provides a practical roadmap to evolve your measurement stack, prove true incremental value, and unlock sustainable business growth. Presented by: Jaye Cowle | Founder, Launch — Performance Marketing Powered By Happiness™ Wed, 07 Oct 2026 00:00:00 -0400 https://speakerdeck.com/launchonlineuk/your-marketing-attribution-is-lying-to-you https://speakerdeck.com/launchonlineuk/your-marketing-attribution-is-lying-to-you