Last-Touch Attribution

Last-Touch Attribution is a method used in marketing to determine which ad or touchpoint influenced a customer’s decision to purchase. It gives full credit to the final interaction a customer had before making a purchase, such as clicking an ad or visiting a website. This approach helps businesses understand which specific step in their marketing efforts most directly leads to sales. However, it doesn't account for earlier interactions that may have also played a role. It's a straightforward way to measure effectiveness but may oversimplify the customer journey by focusing only on the last touch.