Last-click attribution gives 100% of conversion credit to the final touchpoint before a conversion — typically the ad or page that drove the demo request or sign-up. It's the default in most analytics tools and advertising platforms because it's simple to implement. The problem: it systematically undervalues upper-funnel channels (content, brand, social) that influenced the buyer early but don't get to be the last touch before conversion.
For example, if you ran a 6-month brand awareness content program that built familiarity, and then a Google Search ad captured the demo request, last-click gives 100% credit to Google Search — making the content investment look worthless when it was actually essential groundwork.
We push all clients away from last-click attribution — it's the biggest reason companies gut their brand and content programs that are silently driving pipeline.
Related Terms
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Performance marketing is any advertising model where payment is tied to measurable results — cost per lead, cost per acquisition, revenue share — rather than flat media fees.
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