How does Last Click Attribution work
Last click attribution tracks the last touchpoint the customer interacted with before making a purchase, whether it was an ad, blog, video or web page. This model assumes that the final touchpoint is the main driver of conversion and helps marketers determine the business impact and the context of the end buyer.
Here’s an example to help you understand how last-click attribution works in practice:
Imagine Ben comes to your site via a Facebook post. He looked at your site but it didn’t change. A few days later, Ben searched your business name on Google, looked at your site again, and nothing changed. He then saw the PPC ad and visited your website through that ad, signed up for the free game and eventually converted after seeing the demo.
According to the last click model, you will give full conversion credit to the PPC ad and ignore other elements (Facebook ads, organic search).
Before making a purchase, customers will: Have many meetings with your brand and products (imagine Ben visiting your website several times before signing up for a demo). With the last-click attribution model, the entire user journey boils down to a single touchpoint, limiting your understanding of customer behavior. You also won’t get a full picture of your goals and how to apply your efforts to your overall campaign.
Choosing the last analysis can lead marketers to rely on the wrong analysis. You can only see how your marketing pipeline is working to close sales; Once you decide which is the best way to convert leads, you eventually stop focusing on other indicators that show the lead has seen your company. For example, your blog will drive a lot of traffic to your website, but you will ignore it when you focus on the outcome because it will not generate any conversions.
Here are some of the benefits
How easy and straightforward
Provides clear information about any marketing plan, drives the most change
Can be used to improve business expenses