Last-Touch Attribution

**Last-Touch Attribution**

**Definition:** Last-touch attribution is a marketing measurement model that assigns 100% of the credit for a conversion to the last marketing touchpoint that a customer interacted with before making a purchase or completing a desired action. This model is commonly used to evaluate the effectiveness of marketing channels and campaigns by identifying which interactions directly lead to conversions.

**Key Points:**
– **Simplistic Model:** Last-touch attribution is straightforward and easy to implement, making it appealing for marketers who want quick insights.
– **Potential Limitations:** It can be overly simplistic as it ignores the influence of earlier touchpoints in the customer journey. This might lead to an incomplete understanding of the marketing channels that contribute to conversions.
– **Use Cases:** Ideal

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