What is Last-touch Attribution?

Updated on August 1, 2023 by Ruben Buijs

Last-touch attribution is a marketing measurement model that assigns full credit for a conversion or sale to the last touchpoint or interaction that a customer had with a brand before making a purchase or taking a desired action. In this model, all the credit for the conversion is given to the final touchpoint, disregarding the contribution of all other touchpoints along the customer journey.

Examples

Let's say a customer first discovers a product through a social media ad, then visits the website through an organic search, and finally makes a purchase after clicking on a Google Ad. In last-touch attribution, the Google Ad would receive full credit for the sale, while the other touchpoints would not be considered.

Another example could be a customer who receives an email newsletter, clicks on a link within the email, browses the website, and then converts by submitting a contact form. In last-touch attribution, the conversion would be attributed solely to the contact form submission, disregarding the impact of the email and website browsing.

Importance

Last-touch attribution is a simple and straightforward method for attributing conversions, making it easy to understand and implement. It helps marketers identify the specific touchpoints that directly lead to conversions, providing valuable insights into the effectiveness of different marketing channels and campaigns.

How to Use Last-touch Attribution

To use last-touch attribution, you need to track and analyze the customer journey data to identify the last touchpoint before conversion. This can be done through various analytics tools that track user interactions and conversions, such as Google Analytics or marketing automation platforms.

Once you have the data, you can assign full credit to the last touchpoint and evaluate its performance. This information can help you optimize your marketing efforts by focusing on the channels and touchpoints that are most effective in driving conversions.

Useful Tips

Combine with other attribution models: While last-touch attribution has its advantages, it's important to consider other attribution models as well, such as first-touch or multi-touch attribution. By combining different models, you can gain a more comprehensive understanding of the customer journey and the impact of various touchpoints.
Consider the length of the customer journey: Last-touch attribution may not be suitable for longer customer journeys where multiple touchpoints play a significant role in influencing the final conversion. In such cases, alternative attribution models that give credit to multiple touchpoints along the journey may provide a more accurate representation.
Test and iterate: Attribution models are not one-size-fits-all. It's crucial to test different models and assess their effectiveness for your specific business and target audience. Continuously monitor and adjust your attribution strategy based on the insights gained from the data.

Related Terms

Attribution modeling
Multi-touch attribution
First-touch attribution
Linear attribution
Time decay attribution
Touchpoint
Conversion tracking
Customer journey
Marketing channels
Marketing automation

FAQ

What is last-touch attribution?

Last-touch attribution is a marketing measurement model that attributes all credit for a conversion or sale to the last touchpoint or interaction that a customer had with a brand.

How does last-touch attribution work?

Last-touch attribution assigns 100% of the credit for a conversion or sale to the final touchpoint in a customer's journey before making the desired action, ignoring the contribution of all previous touchpoints.

Why is last-touch attribution commonly used?

Last-touch attribution is often utilized because it is simple and easy to implement. It provides a straightforward way to determine which touchpoint directly led to a conversion.

What are the limitations of last-touch attribution?

One major limitation of last-touch attribution is that it ignores the influence and impact of all touchpoints that occurred before the last one. This can lead to an inaccurate understanding of the customer journey and the effectiveness of marketing efforts.

Can last-touch attribution provide a complete picture of marketing effectiveness?

No, last-touch attribution alone cannot provide a comprehensive view of marketing effectiveness. It overlooks the holistic customer journey and fails to consider the various touchpoints that contribute to a conversion or sale.

Are there alternative attribution models to last-touch attribution?

Yes, there are alternative attribution models such as first-touch attribution, linear attribution, time decay attribution, and position-based attribution. These models offer different ways to distribute credit among multiple touchpoints.

When should last-touch attribution be used?

Last-touch attribution can be useful when the final touchpoint before conversion is deemed to have the most significant impact on the customer's decision-making process. It is commonly used in certain industries or specific marketing campaigns.

How can I overcome the limitations of last-touch attribution?

To overcome the limitations of last-touch attribution, it is recommended to employ multi-touch attribution models that consider all touchpoints throughout the customer journey. This provides a more accurate understanding of marketing effectiveness.

Is last-touch attribution suitable for all businesses?

Last-touch attribution may not be suitable for all businesses, especially those with complex sales cycles or multiple touchpoints that heavily influence customer decisions. It is essential to evaluate the specific needs and characteristics of your business before choosing an attribution model.

How can I implement last-touch attribution?

Implementing last-touch attribution involves tracking and analyzing customer interactions to identify the final touchpoint. This can be achieved through various tools and software that collect data on customer behavior and actions.