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Decoding the Jargon

Last-click attribution

Also called Last click

Performance marketingTerm

An attribution model that gives all the credit for a conversion to the last ad or channel clicked before it.

Example

A customer sees Meera's Instagram ad, later clicks a Google search ad and buys. Under last-click, the Google ad gets credit for the full ₹2,000 and Instagram gets nothing.

How you'll hear it

“Brand search looks amazing in last-click because it catches people right at the end.”

Don't confuse it with

Data-driven attribution: shares credit across touchpoints using past conversion data.

Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.

Sources

About attribution models, Google Ads Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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