10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A rule that distributes credit for a conversion among touchpoints: last click, first click, linear, time decay, or data-driven model.
Why it matters
The choice of model shifts budget between channels — it’s a business decision disguised as a tool setting.
What's missing without it
Without conscious selection, the default 'last click' systematically overvalues channels capturing ready demand and undervalues those that create it.
When it is used
When configuring analytics, debating channel effectiveness, or planning budgets.
How we use it
Last click will assign full credit to the search engine, even if the decision was made after a video campaign.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.