Attribution
Last-Click Attribution
An attribution model that gives 100% of conversion credit to the last touchpoint before purchase. Still the default in many analytics setups. Systematically overvalues bottom-funnel channels like branded search and retargeting while undervaluing awareness and consideration channels like paid social prospecting, YouTube, and display. A brand running last-click attribution will consistently underspend on top-of-funnel and overspend on branded search, creating the illusion that brand search is highly efficient when it's actually capturing demand generated elsewhere.
Why it matters
It is the default in most reporting and it systematically overpays the channels closest to purchase. Branded search and retargeting look excellent under it, which is why they are usually over-funded.
In practice
Use it as a floor rather than a measurement. If a channel cannot clear its target on last-click it is very unlikely to clear it on any fairer model.
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