How does the last touch attribution model work?

The last touch attribution model gives entire sales credit to the last channel that converts the lead into a customer. It is the simplest attribution model with a very narrow window for error. Make it your go-to model if you are confident that your potential customers will not make stops at other touchpoints. Despite these benefits, the last touch attribution model is a poor predictor of the performance of your content and your traffic.

The last-touch attribution model gives the entire conversion credit to the final channel that made the lead convert. Though having its pros and cons, it reveals the final touchpoint that made the lead convert since customers go through different channels before converting.

An example is when a lead goes through different channels before making a purchase like reading blog article and signing up for a newsletter. Then the lead signs up to a webinar and finally converts through an email campaign.

T he last-touch digital attribution model will give credit to the email campaign.