Last Touch Attribution Defined

Last touch attribution is the assigning of conversion credit to the last marketing touchpoint. Specifically assigning 100% of the conversion credit to the last touch a consumer encountered on their customer journey, such as clicking on an ad or using a specific channel. Last touch attribution is apart of the single touch attribution models.

A benefit of a last touch approach is that it doesn’t require any type of advanced reporting. Unlike first touch attribution and most multi-touch models, last touch only requires that a business connect the opportunity with the conversion that immediately preceded it. 

The downside of last touch attribution is that it neglects to look at the wider, more holistic customer journey and all the touchpoints a consumer may have engaged with.

In Data Defined, we help make the complex world of data more accessible by explaining some of the most complex aspects of the field.

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