Definition of Last Click Attribution
A method of crediting the last interaction a user had before converting as the source of the conversion.
Explanation of Last Click Attribution
Last Click Attribution is a model used in digital marketing to assign credit for a conversion to the last interaction or click that a customer had before completing the desired action. This model assumes that the final touchpoint played the most significant role in the customer’s decision to convert, whether it was clicking on an ad, visiting a website, or interacting with an email. Last click attribution is useful for understanding which marketing channels and tactics are most effective at driving final conversions. However, it may not fully capture the complexity of the customer journey, as it ignores the impact of earlier interactions and touchpoints. By using last click attribution, businesses can gain insights into the final steps leading to a conversion and optimize their marketing strategies accordingly. It is often used alongside other attribution models to provide a more comprehensive view of marketing performance.