Last-touch-attribution attributes the success of a sale or conversion to the final interaction that a customer had with the company, regardless of any previous interactions.
For example, if a customer clicks on a Facebook ad, visits the company’s website via organic search, and then finally makes a purchase after clicking on a retargeted ad, the last-touch attribution model would credit the retargeted ad for the sale since it was the last touchpoint before the conversion.
This model can be useful for understanding the impact of specific marketing campaigns or channels on customer conversions, but may not accurately reflect the full customer journey and the influence of earlier touchpoints.
