Last Click Attribution is a method in marketing analytics that assigns full credit for a conversion to the final customer interaction before completing the desired action. This model simplifies performance measurement by focusing exclusively on the last touchpoint, whether it’s an ad click, email engagement, or social media interaction. It offers a clear way to identify the immediate trigger behind conversions.
The last click model’s straightforward approach appeals to businesses seeking a simple view of campaign effectiveness. However, this method has significant limitations as it ignores earlier touchpoints’ contributions in the customer journey. Consequently, campaigns that build brand awareness or nurture leads may be undervalued, potentially distorting the assessment of overall marketing strategy performance.
Despite these drawbacks, last click attribution remains popular due to its easy implementation and unambiguous measurement system. Marketers frequently combine it with multi-touch attribution models that distribute credit across multiple interactions. Comparing insights from both approaches enables more informed decisions about budget allocation, campaign optimization, and strategic planning for digital marketing efforts.
👉 See the definition in Polish: Last Click Attribution: Przypisanie konwersji ostatniemu kliknięciu