What is Last-Touch Attribution?
Last-touch attribution is the opposite of the first-touch model. It gives 100% of the credit for a sale to the very last marketing touchpoint a customer interacted with before converting. For example, if a customer reads a partner's blog post, then sees a few social media ads, and finally clicks on a Google ad before making a purchase, the Google ad gets all the credit. This model is also simple to track, but it ignores all the earlier interactions that built awareness and trust. Many businesses are moving to multi-touch models that give partial credit to every touchpoint.