Last Click Attribution

Last-click attribution credits the final touchpoint before conversion. As the most common default attribution model, it gives 100% credit to the last advertising interaction before someone takes action.

How Last-Click Attribution Works

The model is simple:

• Listener sees Facebook ad introducing artist
• Later encounters Instagram ad
• Clicks TikTok ad and follows artist
• TikTok (last click) gets 100% credit

Only the final touchpoint receives conversion credit.

Why Last-Click Is Common

Default Setting

Platform defaults:

• Most ad platforms use last-click
• Simplest to implement
• Industry standard

Simple to Understand

Clear attribution:

• One touchpoint gets credit
• Easy to explain
• Straightforward reporting

Conversion Proximity

Immediate cause:

• Last click directly preceded action
• Clear cause-effect relationship
• Conversion driver identified

Advantages of Last-Click

Identifies Conversion Drivers

What prompts action:

• Final push recognition
• Conversion catalyst identification
• Direct response effectiveness

Simple Implementation

Easy to use:

• Platform default
• No complex setup
• Clear reporting

Optimization Clarity

Clear signal:

• What drives conversions
• Direct response optimization
• Budget to converters

Disadvantages of Last-Click

Ignores Awareness

Missing the beginning:

• Discovery activities undervalued
• Brand building ignored
• Top-of-funnel investment undercut

Undervalues Nurturing

Missing the middle:

• Consideration touchpoints ignored
• Retargeting contribution missed
• Journey stages overlooked

Misleading Optimization

Potentially incorrect conclusions:

• May over-invest in conversion
• May underinvest in awareness
• Incomplete picture

Last-Click in Music Context

Music Fan Journeys

Typical patterns:

• Discovery happens first
• Multiple touches follow
• Conversion is final step

Last-click credits only the end.

Awareness Undervaluation

Music discovery reality:

• First introduction matters
• Multiple exposures build familiarity
• Last click may not be decisive

Short vs. Long Journeys

Journey length matters:

• Short journeys: last-click more accurate
• Long journeys: last-click more misleading
• Music often involves long journeys

When Last-Click Makes Sense

Direct Response Campaigns

Immediate action focus:

• Clear conversion goal
• Short consideration
• Immediate results

Conversion Optimization

Bottom-of-funnel focus:

• What drives action
• Conversion efficiency
• Final push optimization

Simple Campaign Structures

Limited touchpoints:

• Single channel campaigns
• Short campaigns
• Simple funnels

When Last-Click Misleads

Multi-Touch Journeys

Complex paths:

• Multiple platforms involved
• Extended consideration
• Awareness investment significant

Brand Building

Long-term development:

• Awareness matters
• Fan relationship building
• Not direct response

Multi-Channel Strategy

Coordinated approach:

• Different channels serve different purposes
• Attribution should reflect contribution
• Last-click misrepresents value

Comparing Last-Click to Alternatives

vs. First-Click

Key differences:

• Last-click: values conversion
• First-click: values discovery
• Opposite perspectives

vs. Linear

Key differences:

• Last-click: single touchpoint
• Linear: all equal credit
• Linear more balanced

vs. Multi-Touch

Key differences:

• Last-click: ignores journey
• Multi-touch: values full path
• Multi-touch more complete

Working with Last-Click

Understand Limitations

Know what you are seeing:

• Not full picture
• Conversion-focused view
• Discovery undervalued

Compare Models

Multiple perspectives:

• View last-click results
• Compare to first-click
• Consider linear view

Context-Appropriate Use

Apply wisely:

• Good for conversion optimization
• Not for full journey understanding
• One view among many

Adjusting for Last-Click Bias

Awareness Investment Protection

Recognize awareness value:

• Do not cut awareness based on last-click
• Awareness feeds conversion
• Balance investment

Multi-Model Analysis

View multiple models:

• Last-click for conversion
• First-click for awareness
• Linear for journey

Qualitative Assessment

Beyond attribution:

• What makes sense logically
• What drove actual behavior
• Model limitations acknowledged

Platform-Specific Last-Click

Facebook/Meta

Default attribution:

• 7-day click, 1-day view
• Last-click within window
• View-through attribution separate

Google Ads

Attribution options:

• Last-click available
• Other models supported
• Choose based on need

TikTok

Attribution model:

• Last-click standard
• Various windows
• Limited model options

Reporting Last-Click Results

State Attribution Model

Be clear about measurement:

• Identify last-click model
• Explain what it shows
• Note limitations

Provide Context

Help interpretation:

• What last-click reveals
• What it misses
• How to read results

Consider Alternatives

Offer perspective:

• Compare to other models
• Acknowledge limitations
• Guide decision-making

Display advertising through services like LG Media at lg.media may serve various roles in listener journeys, with music website placements starting at $2.50 CPM potentially contributing as discovery, nurturing, or conversion touchpoints depending on the listener path.

Last-click attribution provides one perspective on music advertising effectiveness. Understanding its limitations while leveraging its strengths helps musicians make better decisions about campaign measurement and optimization.