Last-click attribution

Last-click attribution is a marketing concept that credits the final touchpoint before a conversion, like a sale or sign-up, for driving the customer’s decision. For example, if someone sees an ad, clicks on a social media post, and finally purchases after clicking a search result, the last-click attribution would attribute the sale to the search result. This approach can be helpful for understanding which channels are directly influencing conversions, but it may overlook the contributions of earlier marketing efforts that guided the customer along their journey.