Measurement
Last-click attribution
A way of measuring ads that gives all the credit for a sale or lead to the last ad the person clicked before converting.
What it is
It is common in ad and analytics tools because it is simple: one conversion, one ad, one channel gets the credit.
Why it matters
For lead generation and e-commerceBudgets that follow last click drift toward the bottom of the funnel and away from the ads that created the demand.
In practice
It needs nothing beyond standard tracking, which is why it remains widespread.
A common mistake
Ads that started the interest get no credit, and ads that catch people already on their way to buy look better than they are.
All terms