Non-Last-Click Attribution vs. Last-Click Attribution: Which is Right for Your Business?

The Different Methods of Non-Last-Click Attribution: A Beginner’s Guide

As a marketer, it's important to understand the impact of your marketing efforts on conversions. One way to do this is by using attribution models, which assign credit to different marketing channels or touchpoints in the conversion process. There are several different attribution models to choose from, including non-last-click attribution and last-click attribution. So, how do you know which one is right for your business? Here's a closer look at the differences between non-last-click attribution and last-click attribution, and how to determine which one is the best fit for your business.

What is Non-Last-Click Attribution?

Non-last-click attribution is a method of assigning credit to all the touchpoints in the customer journey, rather than just the last one. This means that if a customer clicks on an ad, visits a website, and then converts, each of these touchpoints will receive credit for the conversion. There are several different methods of non-last-click attribution, including first-click attribution, linear attribution, time decay attribution, position-based attribution, and custom attribution.

What is Last-Click Attribution?

Last-click attribution is a method of assigning credit for a conversion to the last touchpoint that a customer interacts with before converting. This means that if a customer clicks on an ad, visits a website, and then converts, the website will receive all the credit for the conversion. Last-click attribution is the default attribution model in many marketing platforms, including Google Analytics.

Which Attribution Model is Right for Your Business?

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There is no one-size-fits-all answer to this question. The right attribution model for your business will depend on your specific goals and needs. Here are a few factors to consider when deciding between non-last-click attribution and last-click attribution:

• Your marketing mix: If you have a diverse marketing mix with multiple touchpoints, non-last-click attribution may be a better fit because it recognizes the contribution of all the touchpoints in the customer journey. On the other hand, if you have a more streamlined marketing mix with fewer touchpoints, last-click attribution may be sufficient.

• Your business model: If your business model relies on multiple interactions with a customer before a conversion, non-last-click attribution may be a better fit because it recognizes the contribution of all the touchpoints in the customer journey. On the other hand, if your business model relies on a single interaction before a conversion, last-click attribution may be sufficient.

• Your marketing objectives: If your marketing objectives include building brand awareness or driving engagement, non-last-click attribution may be a better fit because it recognizes the contribution of touchpoints that may not necessarily lead directly to a conversion. On the other hand, if your marketing objectives are focused on driving direct conversions, last-click attribution may be sufficient.

In conclusion, both non-last-click attribution and last-click attribution have their pros and cons, and the right attribution model.

Ultimately, the decision between non-last-click attribution and last-click attribution comes down to your specific goals and needs as a business. Here are a few additional considerations to keep in mind when deciding which attribution model is right for you:

• Data accuracy: Non-last-click attribution provides a more comprehensive view of the customer journey and can be more accurate in terms of reflecting the true impact of your marketing efforts. Last-click attribution, on the other hand, may not accurately capture the contribution of touchpoints that occur before the last one.

• Resource allocation: Non-last-click attribution can help you make more informed decisions about where to allocate your marketing resources by providing insight into the impact of all your marketing efforts on conversions. Last-click attribution, on the other hand, may lead you to focus too heavily on the last touchpoint in the customer journey and overlook the impact of other touchpoints.

• Marketing mix: If you have a diverse marketing mix with multiple touchpoints, non-last-click attribution may be a better fit because it recognizes the contribution of all the touchpoints in the customer journey. This can be particularly useful if you are running campaigns with different objectives, such as brand awareness, engagement, and direct conversions. Last-click attribution, on the other hand, may not accurately capture the contribution of touchpoints that occur before the last one, which could lead you to underestimate the effectiveness of certain campaigns.

• Marketing channels: Non-last-click attribution can provide a more accurate picture of the impact of different marketing channels on conversions. For example, if you are running a social media campaign and a search campaign, non-last-click attribution can help you understand the specific contribution of each campaign to the overall conversion rate. Last-click attribution, on the other hand, may lead you to underestimate the impact of certain marketing channels because it only assigns