analytics-dictionary / term / tracking & measurement
Last-click attribution
Last-click attribution gives 100 percent of the credit for a conversion to the final touchpoint before it.
Written by Reflective Data experts · updated Oct 5, 2026
It is simple and easy to explain, which is why it was the default for years. The downside is that it overvalues channels that close deals, like branded search, and undervalues those that create demand.
It remains useful as a baseline, especially when you compare it with other models side by side.
related
AttributionData-driven attribution
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