Jan 6, 2026
Last-Touch Attribution
LTA
Attribution model giving 100% credit to the final touchpoint before conversion. The default model on most ad platforms. Favors bottom-of-funnel channels.
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Formula:
100% credit to final interaction
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Benchmarks
Platform default on Google and Meta. Overvalues conversion channels; undervalues awareness touchpoints.
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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.
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