analytics

Last-touch attribution

Crediting the last touchpoint with the conversion.

Definition

Last-touch attribution gives 100% of conversion credit to the touchpoint immediately before conversion. Default in many analytics tools but underestimates awareness channels.

Related terms

Bounce rate

Percentage of single-page visits.

Impressions

Number of times content was shown.

Page views

Number of times a page was loaded.

Sessions

A user's visit to your site.

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