Glossary

Last Click Attribution Model

The Last Click Attribution Model in e-commerce gives full credit for a sale to the final touchpoint before a purchase. Because of its simplicity, it undervalue earlier customer interactions that could have significantly influenced the buying decision.

In e-commerce, the Last Click Attribution Model is a straightforward approach that assigns all the credit for a sale or conversion to the last touchpoint a customer interacts with before making a purchase. This means that if a customer clicks on a paid ad, then an email link, and finally a social media post before buying a product, the social media post would receive 100% of the credit for that sale. Although this model is simple to understand and implement, it often overlooks the value of earlier touchpoints that may have played a crucial role in influencing the customer's purchase decision.

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