Last Click Attribution

Last Click Attribution is a marketing strategy that gives full credit for a conversion to the final interaction a customer had before making a purchase. The final touchpoint—whether it be a social media post, an email link, or an advertisement—gets all the credit for the transaction. This approach is and simple and easy to implement but can be misleading because it disregards the possible impact of earlier encounters in the customer journey.To better understand and improve the entire customer experience, many marketers now opt for more comprehensive attribution models to better understand and optimize the complete customer experience.