The Power of Last Click Attribution
Attribution modeling has become an integral part of modern marketing analytics. With customers interacting with brands across an ever-expanding array of touchpoints, marketers need granular visibility into which channels drive conversions. This enables smarter budget allocation and optimization.
However, amidst the excitement over multi-touch attribution, last click has gotten a bad rap. Some marketers write it off as an antiquated and misleading model. But used strategically, last touch attribution unlocks unique and actionable insights. Here's why it deserves a place in your attribution toolkit.
The Bottom of the Funnel Bias
How Last Click Attribution Models Work
Last click attributes 100% credit to the final touchpoint preceding a conversion event. This means it inherently focuses on bottom funnel interactions. For short sales cycles and direct response campaigns, this bias is a strength rather than a weakness.
When the goal is to compel immediate action, last touch cuts through the noise to spotlight the touchpoint that tipped visitors over the edge. If your Facebook ad prompted a purchase after a visitor browsed organically, last touch singles out the ad as the key driver.
This empowers smarter optimization of calls-to-action and other tactical assets designed to close deals. Savvy marketers leverage last touch to diagnose and refine the aspects of their funnel intended to convert interest into sales.
A Complementary Perspective
Last Click VS First Click
Most marketers need visibility into both upper and lower funnel performance. This is why last touch is best leveraged as part of an attribution suite rather than a standalone solution.
For example, first touch attribution offers the inverse perspective by crediting the initial interaction in a customer journey. Blending last touch and first touch models provides actionable intelligence on both acquisition and conversion.
With a multi-model attribution platform, analysts can toggle between perspectives in real-time to address specific questions. They gain multidimensional funnel visibility without compromising ease of interpretation.
Clarity for Stakeholders
Unlike algorithmic models, last touch avoids nuance in favor of clarity. There's no complex math obscuring the fact that the last click before a purchase gets full credit. This simplicity facilitates alignment between technical and non-technical team members.
Marketers can point to an ad or campaign and say: “This is what directly drove the sale.” With more advanced attribution, the picture may be accurate but far less accessible to executives and other stakeholders. Last touch provides an easily digestible assessment. However, marketers must learn to communicate the complex if they are to deliver accurate insights and increased revenue in complex environmnets. One starting point might be "Ten Limits of Single-Touch Attribution."
The Right Tool for the Right Job
Using Last Click Attribution Strategically
Last touch attribution remains a versatile arrow in the modern marketer's quiver. Rather than falling victim to assumptions, strategically leverage last touch to diagnose tactical funnel performance, complement bigger picture models, and clearly communicate with stakeholders.
Ultimately, marketers need models that match the varied needs within their digital (and non-digital) ecosystem. A full-funnel omni channel attribution platform, such as Arcalea's Galileo, provides marketers with agnostic modeling that drives revenue for any business scenario.
With a flexible attribution platform, analysts can freely switch between models to extract contextual insights. This empowers marketers to allocate budgets efficiently, optimize campaigns effectively, and drive growth strategically.
