last-click
"Last-click" refers to a digital marketing attribution model that gives full 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 advertisement or link and then completes a transaction, the last source they engaged with is recognized as the primary driver of that sale.
For example, if a customer sees an ad on Facebook, clicks on it, and later makes a purchase after visiting the company's website, the Facebook ad receives all the credit for that conversion. This model is popular because it is straightforward, but it can overlook the influence of earlier interactions in the customer journey.