What it means
Last-click attribution assigns full credit to the last interaction before a conversion. It is simple and common in ad platforms, but it systematically undervalues awareness and assist channels that created the opportunity earlier.
Convertmax take
Moving beyond last-click is core to Convertmax: multi-touch attribution shows the full path from first click to closed revenue.
Related terms
- First-Touch AttributionAn attribution model that gives all credit to the first known touchpoint.
- Multi-Touch AttributionAttribution that distributes credit across multiple touchpoints—not only the first or last click.
- Assisted ConversionsTouchpoints that influenced a conversion without being the last interaction before the outcome.