Last Click Attribution
A digital marketing model that credits the final touchpoint before a conversion as the sole driver of the customer’s decision to convert.
Description
Last Click Attribution is a widely used method in digital marketing to track and allocate credit for conversions. This model assigns all the credit for a sale or conversion to the last point of interaction a customer had with your brand before making a purchase. It simplifies the attribution process by focusing solely on the final touchpoint, whether it's a click on a PPC ad, an email link, or an organic search result. While this method is straightforward and easy to implement, it often overlooks the value of earlier interactions in the customer journey, such as initial awareness campaigns or mid-funnel content. Therefore, it may not provide a comprehensive view of what drives conversions, but it remains popular for its simplicity and ease of use.
Examples
- A customer sees a Facebook ad for a new smartphone but doesn't make a purchase. Later, they receive an email promotion from the same company and click through to buy the phone. In this scenario, Last Click Attribution would credit the email campaign with the sale.
- A user searches for running shoes on Google and clicks on a blog post reviewing the best options. After reading the review, they click on an affiliate link to an online store but don’t purchase immediately. A few days later, they return directly to the store's website and complete the purchase. Last Click Attribution would credit the direct visit with the conversion.
Additional Information
- It’s important to consider that Last Click Attribution might undervalue the impact of earlier touchpoints in the customer journey.
- Marketers often use Last Click Attribution for its simplicity, but it may not be suitable for complex, multi-channel campaigns.