What Is Last Touch Attribution? Models & Examples (2025)
- Conversion: This is when a visitor to your website does something that you want them to do, such as making a purchase or filling out a form. They convert from being just visitors to being leads or customers.
- Conversion credit: This is the value that you assign to a specific marketing touchpoint for its role in influencing the conversion. For example, if a customer sees an ad (the touchpoint) and then buys something (the conversion), the ad gets credit for helping you make the sale.
- The final touch: This is the last contact that a customer had with your brand before they converted, such as clicking on an ad or visiting your website from a certain channel.
- Models
- Features
- Benefits
- Credit allocation
- Insight into the customer journey
- Use cases
- The social media ad is the first touchpoint. It introduces the product to the customer and creates awareness. In the last touch attribution model, this touchpoint does not get any credit for the conversion, because it is not the last one.
- The email is the second touchpoint. It reminds the customer about the product and increases their interest. It also provides more information and encourages them to take action. In the last touch attribution model, this touchpoint also does not get any credit for the conversion, because it is not the last one.
- The search engine ad is the final touchpoint before the conversion. It captures the customer’s attention and intention at the moment they are ready to buy. In the last touch attribution model, this touchpoint gets all the credit for the conversion. This means that it was the only factor that influenced the customer’s decision.
- A potential customer first learns about your app through an Instagram ad (first touchpoint).
- A few days later, they saw a post about your app on Twitter (second touchpoint).
- Finally, they see a sponsored post on Facebook featuring a special promotion for new users and decide to download the app (last touchpoint).
Senior Content Executive at TrueProfit & SEO/Content Specialist
Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.
Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.
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