Last-Touch Attribution

Last-touch attribution is a marketing measurement model that assigns credit for a conversion or sale to the final touchpoint in a customer's journey. This means that the marketing channel that the customer interacted with last before making a purchase is given all the credit for the sale. For example, if a customer sees an ad on Facebook, clicks on a retargeted ad on Google, and then completes a purchase on the website, the sale would be attributed to the Google ad. Last-touch attribution is the most commonly used attribution model, but it has its drawbacks. It doesn't account for any of the other touchpoints that may have influenced the customer's decision to purchase, and it can give too much credit to certain channels while undervaluing others. As a result, many marketers are now turning to multi-touch attribution models to get a more comprehensive view of their customers' journeys.