Last-Click Attribution
Definition
Last-click attribution assigns a conversion to the last considered click or the last qualifying interaction.
The model is easy to understand but largely ignores earlier contacts and says nothing about actual causality.
Simply explained
Attributing the entire success to the last contact before conversion.
Why it matters in practice
Relevant as a simple attribution view but unsuitable as sole proof of effectiveness.
Example from business
A conversion after newsletter, organic search, and a final brand click is fully attributed to the last click.
Limits and pitfalls
- Confusing attribution with incrementality; ignoring cross-device and offline contacts; managing budget only by last click.
Origin & history
Last-click was long a common digital attribution model; modern analytics platforms increasingly offer data-driven or experimental alternatives.
Use in mid-sized companies
- Possible application in medium-sized businesses: Use last click only as one perspective alongside funnel and incrementality analyses.
Frequently asked questions
Does last click prove causation?
No. Why is it used? It is simple and understandable.
Sources
- Attribution models · Google Analytics, Attribution models
Sources checked on 10.10.2026.
Editorially reviewed on: