Analytics
Last-Click Attribution
Last-click attribution is a measurement model that assigns 100% of the conversion credit to the final touchpoint before a purchase or signup. While simple to implement, it undervalues upper-funnel activities that initiate awareness and consideration.
Examples
Under last-click attribution, a customer who discovered a brand through a podcast ad but converted via a Google search gets all credit assigned to organic search.
Best Practices
Use last-click attribution only as a baseline and compare it with multi-touch models to identify channels that are undervalued by the last-click approach.