Last-click attribution
Last-click attribution assigns 100% of conversion credit to the final click before purchase, ignoring every earlier touchpoint in the journey.
Last click is simple, auditable, and systematically biased: it over-credits bottom-funnel channels (brand search, retargeting) that harvest decisions made elsewhere, and under-credits the upper-funnel activity that created the demand. Optimizing an account purely to last click gradually starves the top of the funnel until there is nothing left to harvest.
It remains useful as a conservative floor — a channel that cannot even win last clicks has a real problem — but should never be the sole budget-allocation lens.
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