Last-Touch Attribution (LTA)
Last-touch is platform default but biased toward conversion channels. Overvalues Search and retargeting.
Updated July 2026.
Attribution model giving 100% credit to the final touchpoint before conversion. The default model on most ad platforms. Favors bottom-of-funnel channels.
Formula
100% credit to final interaction
Benchmark range
Platform default on Google and Meta. Overvalues conversion channels; undervalues awareness touchpoints.
Why it matters
Last-touch makes Search and retargeting look great while brand advertising looks useless—even when brand ads made those conversions possible. Recognize the bias. Every platform wants to claim credit for your conversions.
2026 update
Google confirmed data-driven attribution (DDA) as its default model, and on March 3, 2026 Meta tightened click-through attribution to require an actual link click. Meanwhile trust has moved on: 60% of marketers now trust incrementality testing most, versus 37% for in-platform attribution (Haus Marketing Decision Confidence Index, January 2026 survey, N=500 — vendor survey).
Where it applies
- All Platforms