Last-touch attribution
Also called last-click attribution, last non-direct click.
A model that gives all the credit for a conversion to the final touch before it.
Last touch, or last click, gives 100 percent of the credit to the final touch before the conversion. It is simple and easy to check, and it shows what closes sales.
It overrates channels that sit at the end of a path, such as branded search, email to existing customers and retargeting, and underrates whatever created the demand. "Last non-direct click" is a common variant: a direct visit never takes the credit when a marketing touch came before. Shopify uses it as its default (Shopify).
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