Definition
An attribution model that gives 100% of the credit for a conversion to the final touchpoint before purchase.
Why it matters for growth
Last-touch is simple to implement but systematically overvalues bottom-of-funnel channels like retargeting ads while ignoring the awareness work that created demand.
Example
A customer who read three blog posts over a month gets counted as an ad-driven conversion because they clicked a retargeting ad last.
FAQ
- What is Last-Touch Attribution?
- An attribution model that gives 100% of the credit for a conversion to the final touchpoint before purchase.
- Why does Last-Touch Attribution matter for growth?
- Last-touch is simple to implement but systematically overvalues bottom-of-funnel channels like retargeting ads while ignoring the awareness work that created demand.
- What is an example of Last-Touch Attribution?
- A customer who read three blog posts over a month gets counted as an ad-driven conversion because they clicked a retargeting ad last.