Last-click Attribution: What is It & How Can Businesses Use It?

 In today’s business world, marketing has become more complicated because there are many ways to reach customers. This makes marketing attribution important and a popular topic. But, there are different types of attribution models to choose from, each with its own features. So, it’s essential to understand these models.

And we’re here to help you. In this blog, we’ll start with a common attribution model: Last-click attribution. We’ll explain what it is, when should you use it, and how to create a report using it. Let’s get ready to explore this marketing attribution together!

What is last-click attribution?

The last-click attribution (Or last-touch attribution) is one of the earliest forms of attribution. Hence, it’s really popular among businesses when they implement data marketing. Put simply, this model gives all the credit for a sale to the last thing a customer did before they bought something. 

For instance, let’s say someone saw your ads on Instagram and clicked on them. Then, they went to your website and signed up for your newsletter. A week later, they came back to your website through the email newsletter and decided to buy your products. If you’re using the last-click attribution model, it gives 100% of the credit for the sale to the email newsletter because that was the last thing the person did before making the purchase