Last-Click Attribution
100% credit to the final marketing touch before conversion.
Last updated: 2026-05-04
Definition
The default in Meta Ads Manager and Google Ads. Systematically over-attributes to the bottom of the funnel — paid search, retargeting — and under-credits everything that drove the user to consider buying in the first place. Cheap to compute, easy to explain, mostly wrong. Use as a DIRECTIONAL signal, not as the source of truth for budget decisions.
How it applies in India
No India-specific behavior.
Related terms
- AttributionThe process of assigning credit for a conversion to one or more marketing touches.
- Multi-Touch Attribution (MTA)Distributes credit across multiple touches, weighted by position or data-driven model.
- Bayesian MMMMarketing Mix Modeling implemented with Bayesian inference (typically MCMC sampling), producing posterior distributions over channel contributions instead of point estimates.
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