Advertising attribution identifies the touchpoints at which a lead engages before carrying out the desired activity, such as making a purchase or enrolling in a service.
This allows us to determine the actual length of a marketing cycle and the appearance of conversion points at a very detailed level.
There are several ways to determine which channels lead to the most significant conversions.
It may get very chaotic without the proper analytics setup and staff. This is one of the key reasons why last-touch attribution, one of the most simple attribution models available, is used by many businesses.
In this article, we'll discuss everything you need to know about Last-Touch Attribution, which you can use appropriately for marketing purposes.
What is Last-Touch Attribution
Giving the final marketing touchpoint credit for a conversion is known as last-touch attribution.
100% of the conversion credit is specifically given to a customer's final touchpoint, such as clicking an ad or using a particular channel.
Uses of Last Touch Attribution
This attribution accords the finishing pass, including 100% of the credit for the conversion.
Due to the availability of the last touch, mobile user acquisition often operates on it. On Android, this entails utilizing GAID/AAID.
Whereas on iOS, it involves receiving SKAdNetwork postbacks and, in some circumstances, probabilistic attribution that is privacy-safe.
The Pros of Last-Touch Attribution
1. Excellent for Short Sales Cycles
Some other benefit is that it performs well for quick purchase cycles. This is where brands are convinced that prospective customers won't suffer before converting, there are multiple touchpoints.
If a firm wants to reach customers through the final channel before they make a purchase, the last-touch attribution approach can assist with prioritizing. Focus is shifted from the first stages of discovery through conversion.
2. Easily Implemented
It is simple to implement and doesn't need a complicated reporting setup, making it an appealing option for newer, smaller companies.
Typically, this model is provided by default on many internet advertising platforms. For instance, Facebook uses the Last Facebook Touch Model.
3. Has The Smallest Window for Error
Since this attribution model only considers the final touchpoint before conversion, the time between the last touchpoint and the sale itself may be relatively brief.
Due to the limited time frame for analysis, this approach is less effective, making it prone to introduce mistakes.
The Cons of Last-Touch Attribution
1. Causes Fragments In The Customer Journey
The customer path is shortened using a last-touch attribution methodology to a single touchpoint, like an email or a landing page.
That singular occurrence leaves little space for comprehension of what motivated first leads to your product.
2. Gives Mixed Signals About Your Content's Actual Performance
Some customers may visit your product page and buy instantly, but many of today's shoppers walk through several phases before making a choice. Even if your metrics may be telling you otherwise, it may have been your motivational blog postings that ultimately helped them trust your company and your products.
3. Feeds Your Analytics With Inaccurate Traffic
The advertising channel that provides the last-touch attribution model is typically connected. Consider that Facebook and Google are being used in connection with last-touch attribution.
Since both channels are claiming their results, you might be unable to determine where your conversions are coming from if you run ads for the same landing page on both.
Specific high-conversion channels are given too much importance when a purchase is connected to the touchpoint.
Frequently Asked Questions
What is last touch attribution?
A last-touch attribution model provides that a lead's final touchpoint is solely responsible for their conversion.
What is first and last touch attribution?
According to first-touch attribution, a customer's preliminary interaction with your business is considered the single most significant factor in whether or not they choose to purchase from you.
In contrast, the last contact a client makes before converting is seen as the most significant touchpoint with the last-touch attribution.
Does Facebook use last-touch attribution?
Yes, Facebook uses this attribution model system by default.
Final Thoughts on Last Touch Attribution
Marketers only concerned with generating conversions might benefit from using a Last-Touch attribution approach.
A last-touch model can be a successful attribution technique if non-converting activities are of little to no value to your organization.