{"id":81,"date":"2020-12-01T14:44:04","date_gmt":"2020-12-01T14:44:04","guid":{"rendered":"https:\/\/theatlass.com\/help\/?post_type=docs&#038;p=81"},"modified":"2020-12-05T16:33:05","modified_gmt":"2020-12-05T16:33:05","slug":"last-touch-attribution-model","status":"publish","type":"docs","link":"https:\/\/theatlass.com\/resources\/docs\/last-touch-attribution-model\/","title":{"rendered":"Last touch attribution model"},"content":{"rendered":"\n<p>The\u00a0<em><strong>last interaction (aka last touchpoint)<\/strong><\/em>\u00a0or\u00a0<em><strong>last click model<\/strong><\/em>\u00a0is the oldest model out of them all and is used by default in many web analytics tools along with the\u00a0<em><strong>last non-direct model.<\/strong><\/em><\/p>\n\n\n\n<p>With the\u00a0<strong>last touch attribution model<\/strong>, 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.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"800\" height=\"450\" src=\"https:\/\/theatlass.com\/resources\/wp-content\/uploads\/2020\/12\/attribution_models_last_touch.png\" alt=\"\" class=\"wp-image-95\" srcset=\"https:\/\/theatlass.com\/resources\/wp-content\/uploads\/2020\/12\/attribution_models_last_touch.png 800w, https:\/\/theatlass.com\/resources\/wp-content\/uploads\/2020\/12\/attribution_models_last_touch-300x169.png 300w, https:\/\/theatlass.com\/resources\/wp-content\/uploads\/2020\/12\/attribution_models_last_touch-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>If we take the example above, then\u00a0<strong>100%<\/strong>\u00a0of the conversion would be attributed to the <strong>Email follow up<\/strong>.<\/p>\n\n\n\n<p>Just like the <strong>first touch attribution model<\/strong>, it totally ignores the other, in this case previous, <strong>touchpoints<\/strong> in the customer journey\u00a0and can cause marketers to make very bad decisions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The\u00a0last interaction (aka last touchpoint)\u00a0or\u00a0last click model\u00a0is the oldest model out of them all and is used by default in many web analytics tools along with the\u00a0last non-direct model. With the\u00a0last touch attribution model, 100% of the conversion is attributed to the last registered click. So if the last action before a conversion was a [&hellip;]<\/p>\n","protected":false},"featured_media":0,"menu_order":0,"template":"","meta":[],"_links":{"self":[{"href":"https:\/\/theatlass.com\/resources\/wp-json\/wp\/v2\/docs\/81"}],"collection":[{"href":"https:\/\/theatlass.com\/resources\/wp-json\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/theatlass.com\/resources\/wp-json\/wp\/v2\/types\/docs"}],"wp:attachment":[{"href":"https:\/\/theatlass.com\/resources\/wp-json\/wp\/v2\/media?parent=81"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}