Last-Touch Attribution - Definition

Attribution refers to the practice of determining which touchpoints or interactions a customer had with a brand before making a purchase or conversion. One common type of attribution model is the "last-click" model. This model assigns 100% of the credit for the conversion to the final touchpoint—typically the last click or interaction that directly precedes the sale or desired action. For example, if a customer clicks an ad on social media, browses a product page, and then clicks on a search engine result just before making a purchase, the last-click attribution model would give all the credit to the search engine click, regardless of the earlier interactions. While this model is easy to implement and understand, it can sometimes oversimplify the customer journey, as it overlooks the contributions of earlier touchpoints, such as awareness-building interactions or consideration phases.