# Figure 12. Last touch on CRM data agrees with AI-detected multi-touch on only 38% of credit

> The data most teams run on isn't even directionally right. An AI agent learning from it learns the wrong lessons. Figure 12 from The Untracked Half, Upside Research.

URL: https://www.upside.tech/research/the-untracked-half/figures/last-touch-misses

---

Figure 12 of The Untracked Half, a report by Mada Seghete (Co-founder, Upside), Upside Research, October 2026.

- The figure in the report: https://www.upside.tech/research/the-untracked-half-zero-sum-b2b-attribution#f-gap
- The full report as text, with this figure's numbers as a table: https://www.upside.tech/research/the-untracked-half-zero-sum-b2b-attribution.md
- Chart image: https://www.upside.tech/og/untracked-half/last-touch-misses.png

How to cite: Seghete, M. (2026, October 14). The Untracked Half: Traditional attribution models can't see half of what really creates pipeline. Upside Research report. https://www.upside.tech/research/the-untracked-half-zero-sum-b2b-attribution