What does the last-click attribution model do?

• A. Attributes 50% of the conversion to the last channel and 50% to the previous channel.
• B. Attributes 100% of the conversion to the last channel clicked before conversion.
• C. Attributes 100% of the conversion to the first channel clicked before conversion.
• D. Attributes 25% to the last channel and the rest to other channels.

Answer: (B)

Last-click attribution assigns all credit for a conversion to the final interaction the customer had before converting. It treats the last channel touched as the sole influence that sealed the decision, so the conversion value goes 100% to that last channel. This makes it simple to implement and explains why that channel is identified as the driver at the moment of conversion. However, it can undervalue earlier touchpoints that helped nurture the customer along the journey. The other options describe distributing credit differently—for example, giving all credit to the first channel or splitting credit between touches—whereas last-click assigns everything to the final one.