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Why is last click still the most common attribution method in 2017?

Last click attribution means giving credit to the last click before a conversion/sales on your site. In today’s world, last click attribution is still the prevalent way to allocate credit (and therefore budgets) to different media touch points. It is the logic upon which a lot of performance marketing campaigns and media plans are built.

Let’s take the following scenario:

Screen Shot 2017-08-23 at 5.51.51 PM

In that scenario, under last touch attribution, the credit is given to the display ad, because this is where the last touch occurred. Continue reading Why is last click still the most common attribution method in 2017?