Last-click attribution

Last-click attribution refers to a marketing analytics model that attributes the full value of a conversion or sale to the last touchpoint or interaction the customer had before making a buying decision.

Example: Imagine a B2B company that sells office furniture partnering with various blogs and websites for advertising. If a business owner visiting one of these partner sites clicks on an ad for an ergonomic office chair and makes a purchase on the B2B company's website, last-click attribution would credit the final blog or website (where the last ad was clicked) with the sale. This model ignores any prior interactions the buyer may have had with other marketing efforts like email campaigns, social media, or direct searches.

• Highlights the importance of the final touchpoint in the customer journey, focusing on where buyers make their ultimate decision.
• May oversimplify the buying process by ignoring previous interactions that contributed to raising awareness or interest.
• Facilitates straightforward measurement and compensation in partnerships or affiliate marketing arrangements, since it clearly identifies the source of conversion.

Understanding last-click attribution helps businesses allocate marketing budgets more effectively, streamline partnerships and commissions models, and refine sales strategies by emphasizing the critical touchpoints that convert leads into paying customers.