What is Last-Click Attribution?
TL;DR
An Attribution Model giving 100% conversion credit to the final touchpoint before conversion. If someone clicks a Google Ad, then later clicks an organic result and converts, organic search gets full credit, the paid ad gets nothing. Last-click is simple and common (historically Google Analytics' default), but undervalues awareness-building channels like social media, display ads, and initial content discovery. It's useful for direct-response campaigns where the final click genuinely represents the decision moment. However, it systematically underreports the value of upper-funnel marketing that introduces customers to your brand. Use last-click as one lens, not the only truth. Consider Data-Driven Attribution for a more complete picture.
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Frequently Asked Questions About Last-Click Attribution
Why is last-click attribution so common?
It's simple to understand and implement. The final click is easy to track and feels intuitively connected to the conversion. It was Google Analytics' default for years. Simple doesn't mean accurate, it just means easy.
What channels does last-click undervalue?
Awareness channels: display ads, social media, content marketing, and PR. These often start customer journeys but rarely end them. Last-click gives all credit to the final step (often branded search or direct), ignoring what created awareness initially.
When is last-click attribution appropriate?
For simple, single-touch journeys like impulse purchases or direct-response campaigns. If customers genuinely convert immediately after one interaction, last-click makes sense. For longer consideration cycles, it's misleading.
Should I stop using last-click?
Not necessarily, use it as one view alongside others. Compare last-click (conversion channels) with first-click (discovery channels). The truth is usually somewhere between. Data-driven attribution is ideal when you have enough data.
Terms Related to Last-Click Attribution
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