Last-click attribution is an attribution approach that assigns a conversion to the last click recorded on a paid advertising campaign. This model avoids associating conversions with organic search results, which could negate the impact of a partner cookie or a traffic source that warrants compensation. The last-click attribution model is particularly well-suited when customers discover a product through a partner and then return to the site later to complete their purchase by clicking on an organic link.
However, it’s important to note that this model doesn’t entirely overcome the inherent limitations of last-click attribution. For example, when a brand purchases keywords on AdWords, repeat visits can be converted into paid clicks, thus undermining the initial purpose of attribution. To learn more about the constraints of this attribution method, it’s recommended to consult the relevant specific definition.
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