Last-Click Attribution
Short definition
Last-Click Attribution: An attribution model assigning conversion credit to the last known click before the outcome.
Meaning and how it works
The final tracked touchpoint receives full credit, potentially undervaluing earlier brand-discovery channels. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business applications
- Business scenario:
After several visits, a customer clicks a remarketing ad and calls; the last click receives the credit.
What to check before implementation
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.