Last-Click-Attribution
Description
Last-Click Attribution gives full credit for a conversion to the last ad interaction before the user converted.
Definition
It’s a common attribution model that assigns 100% credit to the final click in the user journey that leads to an install or purchase.
Why Is Last-Click-Attribution Important for App Marketers?
While simple, it can misrepresent multi-touch journeys. Still, it helps marketers understand which final interaction triggers action and is easy to implement.
Where You Can Use Last-Click-Attribution
SKAdNetwork reporting, MMPs, UA campaign analytics, channel performance comparisons, default attribution settings.
What Are the Best Practices
- Use in conjunction with other models, analyze overlap between touchpoints, monitor assisted conversions, test alternative attribution.