Last-click attribution is an attribution model that gives credit for a sale to the last channel the customer clicked before converting. It is the default in Google Analytics and in most ad panels. It is easy to apply but makes the channel that first introduced the customer invisible; it overstates brand search and retargeting. That is why it is not used alone for budget decisions.
For a small store running one channel, last click is enough; the picture breaks down once two or three channels are live. A sale that was seen on Meta and then searched for by brand name on Google is credited entirely to Google, Meta's budget gets cut, and total revenue falls afterwards. The practical answer is to keep last click as the backbone of reporting but to validate any budget shift with an incrementality test. If the conversions the panels report add up to more than the real order count, there is double counting and the model has reached its limit.
For a small store running one channel, last click is enough; the picture breaks down once two or three channels are live. A sale that was seen on Meta and then searched for by brand name on Google is credited entirely to Google, Meta's budget gets cut, and total revenue falls afterwards. The practical answer is to keep last click as the backbone of reporting but to validate any budget shift with an incrementality test. If the conversions the panels report add up to more than the real order count, there is double counting and the model has reached its limit.
For a small store running one channel, last click is enough; the picture breaks down once two or three channels are live. A sale that was seen on Meta and then searched for by brand name on Google is credited entirely to Google, Meta's budget gets cut, and total revenue falls afterwards. The practical answer is to keep…
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