last-click attribution
An attribution model that gives all the credit for a conversion to the final marketing touchpoint before it.
Definition
Last-click attribution credits the last interaction a customer had before converting. It is simple and widely available, but it ignores earlier steps that built awareness, which tends to favor channels at the bottom of the funnel such as branded search. It can make brand and upper-funnel activity look worthless even when it contributes. Use it as one view among several and ask agencies to explain how they correct for its bias. It still has value as a simple, consistent baseline, provided nobody mistakes it for a complete explanation of how customers decide.
In a sentence
Under last-click attribution, email received credit for the sale.
Switching models changed which channel looked best.
