Last Click Attribution Model
In this blog post, we’ll cover all things last click attribution including how it’s defined, what makes it unique, how your marketing team can use it, and more.
What is last click attribution?
A last click attribution model is when you give all of the credit for a conversion to the last touchpoint in the buyer’s journey — it assumes the final touchpoint is what ultimately influenced the lead’s decision to convert.
Pros and Cons of Last Click Attribution
Last click attribution is helpful if you want to know which of your marketing channels and touchpoints have the most influence in the final stage of the buyer’s journey.
While this is helpful information, it doesn’t account for the numerous other channels and touchpoints that impacted a customer from the very start of the buyer’s journey. This is important to note since there are a variety of touchpoints, across numerous channels, that impact a lead throughout the buyer’s journey — which is why most marketers today refrain from only using last click attribution. Rather, they’ll use multi-touch attribution or include last-click as part of their other marketing attribution efforts.
For instance, say a lead received an email from your email campaign, clicked through to your website, read a blog post, and then decided they wanted to buy your product. Well, last click attribution would only account for that last touchpoint — the blog post. Meanwhile, the other touchpoints throughout the buyer’s journey that contributed to this lead’s decision are dismissed.
That’s why multi-touch attribution has become such a popular attribution model among today’s marketers. Multi-touch attribution accounts for all of these touchpoints and channels and assigns them credit based on their influence.
In addition to last click and multi-touch attribution, you may have heard of first click attribution.
First Click vs. Last Click Attribution
FIrst click attribution differs from last click attribution because it assigns all of the credit for a conversion to the first touchpoint or channel (e.g. interaction on your website or with a marketing campaign) that a customer had before a conversion.
First click attribution is helpful if you want to know which of your marketing efforts are generating initial traffic in the awareness stage of the buyer’s journey.
Similar to last click attribution, this is a helpful attribution method on a small scale — combining it with other attribution methods is recommended in order to get a clear picture of your marketing attribution efforts.
Now, let’s talk about how your marketing team can use last click attribution.
How to Create a Last Click Attribution Report
If you choose to create a standalone last click attribution report, you’ll likely find yourself using an attribution tool.
If you already use an attribution tool, there’s a chance it has a specific report that focuses solely on the last click. There’s also a chance that it offers customizable attribution reports which would also allow you to create a last click report.
Either way, here are a few available options for your consideration as you look to create marketing attribution reports of your own. – Read more