Last click attribution is a marketing attribution model that gives credit for a conversion or sale to the last marketing touchpoint or interaction that a customer had before making the purchase.

Significance and uses of Last Click Attribution

Last click attribution helps businesses understand the specific marketing channel or campaign that directly led to a conversion. It allows for better optimization of marketing efforts and allocation of resources towards the most effective channels.

Example of Last Click Attribution

A customer sees an ad on social media, clicks on it, and later makes a purchase. In last click attribution, the credit for the sale is given solely to the social media ad, as it was the last touchpoint before the purchase.