Last-Click Attribution

Definition

Last-click attribution is a measurement model that assigns 100% of the credit for a conversion to the final touchpoint a user interacted with before converting. For example, if a customer first discovers your brand through a display ad, later clicks an organic search result, and finally converts after clicking a paid search ad, only that final paid search interaction gets the credit.

Why It Matters

Attribution models shape how businesses understand the value of their marketing channels. Last-click attribution is straightforward, which makes it widely used, but it can also be misleading. It highlights which channels drive the final action but overlooks the earlier steps that played a role in getting the customer to that point. Relying solely on last-click data can cause brands to undervalue upper-funnel activities such as awareness campaigns, social engagement, or SEO efforts.

Example

Imagine an online retailer running campaigns across paid social, email, and search. A potential customer first sees a Facebook ad, later clicks through an email offer, and finally converts by clicking a Google Search ad. With last-click attribution, only the Google Search ad is credited, even though social and email clearly influenced the decision.

Additional Insights

While last-click attribution is simple to implement and easy to report on, it doesn’t reflect the full customer journey. Many businesses now prefer multi-touch attribution models or data-driven attribution to get a more balanced view. Still, last-click can be useful when the goal is to measure direct response channels or to keep reporting streamlined. Pairing it with other attribution models helps marketers make smarter budget allocation decisions.

Bottom Line

Last-click attribution gives clarity on the final step before a conversion, but risks undervaluing the broader path to purchase. Used wisely and alongside other models, it can inform decisions, highlight direct-response performance, and keep measurement consistent. But for a true picture of ROI, it shouldn’t be the only lens you rely on.