Last-Touch Attribution
An attribution model that gives 100% of conversion credit to the final interaction before purchase.
Why It Matters
Last-touch is the default model on most platforms, shaping how most marketers evaluate campaign performance.
How It Works
All conversion credit is assigned to the last ad or channel a user interacted with before converting. Earlier touchpoints receive zero credit.
Real-World Example
A user sees a display ad, clicks a search ad, then converts; the search ad gets all the credit.
Common Mistakes
Over-investing in bottom-funnel channels while starving awareness
Assuming last-touch reflects the full customer journey
Related Terms
An attribution model that gives 100% of conversion credit to the first interaction.
An attribution model that distributes conversion credit across multiple touchpoints.
A framework for assigning credit to the marketing touchpoints that lead to a conversion.
Last-Touch Attribution FAQs
Why is last-touch the default model?
It is the simplest to implement and directly ties the converting action to a channel.
What are the drawbacks of last-touch?
It undervalues awareness and consideration campaigns that assisted the final conversion.
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