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.
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.
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.
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.
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.