Last-Click Attribution
01 Definition
Last-Click Attribution meaning: A model that gives all conversion credit to the final recorded interaction.
Last-click attribution assigns an outcome to the last eligible marketing touchpoint before conversion. It is simple and common but ignores earlier influence.
Also called
last touch attribution
Why it matters
How Last-Click Attribution fits the work
It provides a consistent baseline and often reflects the channel that closed the journey.
In context
Last-click attribution gave branded search full credit for the purchase.
Practical note
Do not assume the last click caused the entire outcome or compare models without naming them.