Last-touch attribution

Last-touch attribution gives all the credit to the final touchpoint before a conversion. It answers which channels close sales, which suits retargeting, email and branded search. It is also the quickest model to compute, which is why it is a common default in analytics tools and ad platforms.

Its blind spot is discovery. A person who found you through a podcast and came back through a search ad credits the ad with the sale. Reading last touch beside first touch shows which channels start relationships and which ones finish them.

In MIRA FIVE

Acquisition switches between first touch and last touch for channels and campaigns. Last touch is the most recent visit from outside, so a direct visit counts only when nothing else brought the person. People can be filtered by last channel. Conversion journeys in Journeys show every channel buyers came through, visit by visit, so you can see what sat between the first touch and the last.

Example

Emil Becker came to the Acme Shop through an Instagram ad, then clicked the newsletter, and bought after a Google search. Last touch credits the €328 order to Organic search; first touch credits Paid social.