I can just as easily argue that branded search closes the sale at the bottom of the funnel and that generic search contributes to that sale...so without multi c

I can just as easily argue that branded search closes the sale at the bottom of the funnel and that generic search contributes to that sale...so without multi click attribution in the mix, its not fair to give credit to organic for cannibalized sales...etc... my point is really that there is room to argue both ways and without advanced attribution...someone somewhere is not getting the credit they earned.