Which statement about the cross-channel last click attribution model is true?

• A. It distributes equal credit to all channels involved.
• B. It attributes 100% of the conversion to the last channel clicked.
• C. It attributes credit to the first channel clicked.
• D. It ignores the last interaction and uses random credit.

Answer: (B)

Last-click attribution assigns all conversion credit to the final channel the user clicked before converting. In a cross-channel path where a customer may touch several channels—such as social ads, search, and email—the model still awards the entire conversion to the last interaction. This aligns with the idea that the final touchpoint is the decisive nudge that closed the sale, making the approach simple and easy to interpret: the last channel gets 100% of the credit.

A useful way to see this is to imagine a user who first learns about a product through a display ad, then searches for it, and finally clicks a retargeting email that leads to purchase. Under last-click attribution, the email channel alone would receive the conversion credit, regardless of the earlier touches. That clarity is why this model is often taught and used.

Of course, the simplicity comes with trade-offs: it can undervalue earlier channels that aided awareness and consideration, and it ignores the cumulative influence of all prior interactions. Other attribution schemes would spread credit across multiple touchpoints or assign credit to the first interaction, but those differ from the last-click approach.