A finding worth examining
A CTV case study showed 79× lift in conversion when connected TV was the first touchpoint in the user journey. That is a striking result. It is also a starting point for better questions, rather than a universal rule about how every media plan should work.
Sequence matters
When we look only at the last interaction before conversion, we compress an entire journey into a single event. Earlier exposure can disappear from the story even when it has an important relationship with the outcome.
Keep the comparison in view
The meaning of any lift depends on the baseline, the audience, the observation window, and how conversion is defined. An observed difference does not, by itself, establish that a channel caused the entire difference.
Use more than one lens
Journey analysis, experiments, and marketing mix modeling answer different questions. Their value grows when the evidence is considered together. A responsible media decision accounts for both the signal and its limits.