Last Click Attribution
Last Click Attribution is a model in which the entire value of a conversion is assigned to the last channel of interaction before the target action.
Simply put:
whoever closed the deal gets all the credit
How It Works
Example of a user’s journey:
- Saw an ad on social media
- Visited the website
- Returned via search
- Clicked on an email
- Made a purchase
In the Last Click model, all the value is attributed to the email channel — the last interaction.
Where It Is Used
This is the most common model, used in:
- web analytics;
- advertising platforms;
- e-commerce;
- performance marketing.
Advantages
- simple and easy to understand;
- easy to measure and implement;
- clearly shows which channels directly lead to conversions;
- convenient for evaluating “closing” channels.
Disadvantages
- ignores all previous touchpoints;
- undervalues the top of the funnel (Awareness);
- can overvalue retargeting and branded search;
- distorts the true contribution of channels.
Comparison with Other Models
- Last Click — all value to the last touchpoint,
- First Click — all value to the first touchpoint,
- Linear — equal value to all channels,
- Data-driven — based on actual contribution.
When to Use
It is suitable if:
- the focus is on quick sales;
- you care about channels that “seal the deal” with the user;
- you lack complex analytics or data for advanced models.
Key Takeaways
Last Click Attribution is a model in which the entire value of a conversion is assigned to the user’s last interaction with the brand.
It is simple to use but does not account for the full customer journey or the contribution of other channels.
