The last interaction (aka last touchpoint) or last click model is the oldest model out of them all and is used by default in many web analytics tools along with the last non-direct model.

With the last touch attribution model, 100% of the conversion is attributed to the last registered click. So if the last action before a conversion was a direct entry, then 100% of the conversion would be attributed to the direct entry.

If we take the example above, then 100% of the conversion would be attributed to the Email follow up.

Just like the first touch attribution model, it totally ignores the other, in this case previous, touchpoints in the customer journey and can cause marketers to make very bad decisions.