Glossary · Attribuer
Last click
Last click is the attribution model that gives all the credit for a sale to the last known touchpoint before the purchase. It is the default model of most measurement tools, because it is the easiest to explain.
Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade
What it is for
It judges what closes. A follow-up email, a retargeting ad, a link in bio clicked on the day of purchase: those are the end-of-journey levers, and no other model gives them their real weight. It is also the most readable model in a meeting, because a sale has a single owner.
How it is calculated
You keep the last touchpoint before the conversion and attribute the whole amount to it. Before matters: a click after the sale cannot have caused it, and keeping it would reverse cause and effect.
The classic mistake
Taking it for the truth because it is the default setting. A default model is not a neutral model: this one mechanically favours everything that happens close to the purchase, and makes everything that prepared it disappear.
The same journey, two readings
Story · Newsletter · Ad · Purchase
Ad 100%
On last click, three touchpoints out of four get zero. They still happened.
What Subtraq does with it
Subtraq offers it as a reading of the recorded touchpoints, alongside first click and linear. Switching from one model to another rewrites no data: the same touchpoints are simply split differently.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
First click
Read the definition →Linear attribution
Read the definition →Attribution model
Read the definition →Marketing attribution, the pillar page
Open the page →« Last click », une fois posé sur de vraies ventes
An attribution model is not understood by reading it: it is understood by watching two campaigns swap places when you change it. The demo opens a workspace filled with fictional data, labelled as such, where the three models are compared on the same sales.
Compare the three models