What is Last Click Attribution?

Last Click Attribution is a measurement model where 100% of the credit for a conversion is given to the last channel or ad the user interacted with before taking action.

For example, if a user first sees a TikTok ad, then later clicks on a Meta ad and installs the app, the Meta ad gets all the credit. Every touchpoint before that is ignored in the attribution.

It’s the default model used by many platforms because of its simplicity and speed.

How does it work?

Attribution tools (MMPs or SANs) track all user interactions during a lookback window — often 7 or 30 days.

When a conversion happens (install, purchase, etc.), the system checks:

1. Was there a recent click?
   
   

2. If yes, credit goes to the last eligible click
   
   

3. If no clicks, some systems fall back to the last impression

This model is commonly used by default in SKAN, Meta Ads, Google Ads, and most MMPs unless customized otherwise.

It’s deterministic, fast, and works well in direct-response campaigns where users convert quickly.

Why it matters

Understanding Last Click Attribution is key when analyzing results from ad networks — especially when different platforms claim the same user.

It helps teams:

• Interpret dashboard data consistently
  
  

• Align expectations across marketing, product, and finance
  
  

• Set benchmarks for more advanced modeling later on
  
  

While limited in capturing full user journeys, it remains the industry standard, especially under SKAN and ATT, where visibility is restricted.