Last-click attribution assigns the entire value of a conversion to the last campaign the consumer clicked prior to converting. Naturally, last-click attribution favors campaigns that influence the lower-end of the funnel. In contrast, first-click attribution favors campaigns that influence earlier in the funnel. Both are simple to use and are widely supported by analytics tools, and they are the most common attribution models used, despite their shortcomings. So why do the majority of marketers still rely on last-click attribution?
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The True Measure of a Marketing Campaign's Worth
Posted by: Jim Dicso October 18, 2012 05:00 AMLast-click attribution assigns the entire value of a conversion to the last campaign the consumer clicked prior to converting. Naturally, last-click attribution favors campaigns that influence the lower-end of the funnel. In contrast, first-click attribution favors campaigns that influence earlier in the funnel. Both are simple to use and are widely supported by analytics tools, and they are the most common attribution models used, despite their shortcomings. So why do the majority of marketers still rely on last-click attribution?