Last Click Attribution is a marketing measurement model that assigns all credit for a conversion to the last touchpoint a customer interacted with before making a purchase. This means that if a customer clicks on an ad, visits a website, and then makes a purchase, the last click—often the ad—receives full credit for the sale. This model is popular because it is straightforward and easy to implement. However, it can be limiting, as it overlooks the influence of earlier interactions in the customer journey, such as social media posts or email campaigns, which may have played a significant role in guiding the customer toward the final decision.