Cons Inadequate for complex

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This means that if a user clicks on multiple ads from  during their customer journey, only the final click is considered responsible for the conversion. last-click attribution in google ads How last-click attribution works Here’s how last-click attribution works and why it is still used despite the removal of traditional attribution models User interaction A user interacts with multiple touchpoints related to your ads. For example, they might click on an ad in a search result, then see a display ad, and finally, return to your website directly through a bookmark.

Conversion event The user ultimately converts, such as making a purchase, signing up for a wedding photo editing service newsletter, or completing a form on your website. Credit assignment In last-click attribution, all the credit for the conversion is assigned to the very last click that brought the user to your website. In the example above, the direct visit would receive of the credit for the conversion. Pros and cons of last-click attribution Here are some pros and cons of using last-click attribution to track conversions. Pros Simplicity Last-click attribution is straightforward and easy to understand.



It provides a clear and simple view of which ads or keywords are driving immediate conversions. Historical use Last-click attribution has been the default and most commonly used attribution model for a long time. Many advertisers are familiar with it, and it’s the default setting in many reporting platforms. Data availability In some cases, especially for smaller advertisers or those with limited tracking capabilities, last-click attribution may be the only practical option due to data limitations. Alignment with direct response goals For businesses focused on direct response advertising and immediate conversions.