{"id":171,"count":0,"description":"","link":"https:\/\/tenjin.com\/ja\/glossary\/last-click-attribution\/","name":"Last Click Attribution","slug":"last-click-attribution","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["
\r\n\r\nDefinition:<\/b>\r\n\r\nLast click attribution is an attribution model that assigns 100% of the credit for a conversion to the last ad or touchpoint a user interacted with before completing the desired action. It is the most widely used attribution model in mobile marketing and serves as the default approach for most ad networks and measurement platforms.<\/span>\r\n\r\n<\/div>\r\n

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What Is Last Click Attribution?<\/b><\/h2>\r\nLast click attribution<\/b> assigns full credit for a conversion to the final touchpoint in a user's journey before they convert.<\/span>\r\n\r\nThis means that any user that saw different ads, no matter how many, before installing your app, the campaign tied to the last click, gets all the credit. This also means that the earlier touchpoints along the journey do not receive any credit.\u00a0<\/span>\r\n\r\nThis model is straightforward, consistent, and easy to act on. It tells you which ad directly preceded a conversion, which makes it a practical default for mobile user acquisition where the install event is the primary goal. It is also the reason it remains the most commonly used attribution model approach in mobile marketing today.<\/span>\r\n

How the Last Click Attribution Model Works<\/b><\/h2>\r\nThe mechanics are simple. When a user converts, the attribution platform looks back through the recorded touchpoints and identifies the most recent click. That click, and the campaign, network, or creative it belongs to, receives credit for the conversion.<\/span>\r\n\r\nHere is a practical example:<\/span>\r\n
    \r\n \t
  1. A user sees a display ad for your app on Monday but does not click<\/span><\/li>\r\n \t
  2. On Wednesday they click an ad on a social network but do not install<\/span><\/li>\r\n \t
  3. On Friday they click an ad on a different network and install the app<\/span><\/li>\r\n<\/ol>\r\nUnder last click attribution, the Friday ad network receives 100% of the credit for that install. The Wednesday click and the Monday impression receive nothing.<\/span>\r\n\r\nThis is clean and decisive, which is exactly why it became the industry standard. Every conversion has one clear owner, which simplifies reporting, billing, and optimisation decisions.<\/span>\r\n

    What Attribution Model Approach Is Mainly Used in Marketing?<\/b><\/h2>\r\nLast click attribution is the dominant model in mobile marketing. Most ad networks default to it, most MMPs report on it, and most UA teams build their optimisation strategies around it.<\/span>\r\n\r\nIts popularity comes down to practicality. It is easy to implement, easy to understand, and produces clear, consistent results. When you are managing campaigns across multiple networks and need a reliable way to assign credit and calculate ROAS, last click attribution provides a stable foundation.<\/span>\r\n\r\nThat said, it is not the only model available, and it is worth understanding where its limitations lie before treating it as the complete picture.<\/span>\r\n

    First Click vs. Last Click Attribution<\/b><\/h2>\r\nUnderstanding the difference between first click and last click attribution helps you choose the right model for your measurement goals.<\/span>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
    <\/td>\r\nFirst Click Attribution<\/b><\/td>\r\nLast Click Attribution<\/b><\/td>\r\n<\/tr>\r\n
    Credit goes to<\/b><\/td>\r\nThe first touchpoint a user interacted with<\/span><\/td>\r\nThe last touchpoint before conversion<\/span><\/td>\r\n<\/tr>\r\n
    Best for measuring<\/b><\/td>\r\nAwareness and discovery channels<\/span><\/td>\r\nDirect response and conversion channels<\/span><\/td>\r\n<\/tr>\r\n
    Strength<\/b><\/td>\r\nShows what introduced users to your app<\/span><\/td>\r\nShows what drove the final decision to convert<\/span><\/td>\r\n<\/tr>\r\n
    Limitation<\/b><\/td>\r\nIgnores the role of later touchpoints<\/span><\/td>\r\nIgnores the role of earlier touchpoints<\/span><\/td>\r\n<\/tr>\r\n
    Common use case<\/b><\/td>\r\nBrand campaigns, top of funnel<\/span><\/td>\r\nUA campaigns, install attribution<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nNeither model tells the complete story of how a user moved from discovery to conversion. First click attribution over-rewards awareness. Last click attribution over-rewards closing. The right model depends on what question you are trying to answer.<\/span>\r\n\r\nFor most mobile UA campaigns where the install is the primary conversion event, last click attribution is the most relevant and actionable choice.<\/span>\r\n

    Strengths and Limitations of Last Click Attribution<\/b><\/h2>\r\n

    Strengths<\/b><\/h3>\r\n

    Simplicity\u00a0<\/span><\/h4>\r\nEvery conversion has one clear source. This makes reporting straightforward and keeps billing disputes with ad networks to a minimum.<\/span>\r\n

    Actionability<\/span><\/h4>\r\nBecause you know exactly which campaign drove each install, you can make direct optimisation decisions. Cut the campaigns with high spend and low conversions. Scale the ones delivering results.<\/span>\r\n

    Industry Consistency\u00a0<\/span><\/h4>\r\nMost ad networks and MMPs default to last click, which means your data is more comparable across platforms and partners.<\/span>\r\n

    Limitations<\/b><\/h3>\r\n

    It Ignores the Full User Journey\u00a0<\/span><\/h4>\r\nA user who saw five ads before converting was influenced by more than just the last one. Last click attribution gives no credit to the earlier touchpoints that built awareness and intent.<\/span>\r\n

    It Can Undervalue Upper Funnel Channels\u00a0<\/span><\/h4>\r\nChannels that consistently introduce users to your app but rarely appear as the last click before install will look like they are underperforming under this model, even if they are playing an important role.<\/span>\r\n

    It Can Inflate the Value of Retargeting\u00a0<\/span><\/h4>\r\nRetargeting campaigns often appear as the last click before a conversion, but the user may have already been close to converting anyway. Last click attribution can make retargeting look more effective than it actually is.<\/span>\r\n

    How to Tell If You Are Using Last Click Attribution<\/b><\/h2>\r\nMost mobile measurement platforms and ad networks apply last click attribution by default. If you have not explicitly changed your attribution model settings, you are almost certainly operating on last click.<\/span>\r\n\r\nTo confirm:<\/span>\r\n