Definition: Last Click

Sometimes referred to as Last Touch, this is the most common type of attribution for conversions wherein the last click a user makes before a conversion is considered as the sole thing that drove that conversion.

For example, a user might click on a social media post, then a referral link, then a paid search ad before making a purchase on a website. With last-click attribution, the results of that sale would be attributed to the paid search ad only.

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