I've been working with tens of thousands of them for 15 years. To name one area: last click attribution being the primary way people measure web performance is a prime sign that they are at least confused with how performance works. Advertising measured with last click tends to focus towards people that have visited your site less than 4 hours earlier, hardly something that is incremental to the sales of a business, and basically all research and experiments that you can run point to this, but it doesn't change the fact ad buyers all believe last click is the one true way. And to show that it's not just me saying this: https://research.netflix.com/business-area/marketing-and-gro... .