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Last-click attribution may align well with their goals.  journeys In the modern digital landscape, customer journeys are often complex, involving multiple touchpoints across various channels and devices. Last-click attribution ignores the influence of all but the last click, providing an incomplete picture of user behavior. Unfair distribution of credit It can unfairly reward the last-clicked ad, even if earlier clicks played a crucial role in the user’s decision-making process.

Misallocation of budget Relying solely on last-click attribution can lead to wedding photo editing service misallocation of ad spend, as you may overinvest in keywords or campaigns that only appear to perform well due to being last in the click path. Despite these limitations, last-click attribution is still used because it’s familiar and easy to implement. What’s the future of Google Ads attribution models? For the time being, you have the option to use Google’s data-driven or last-click attribution models.



It may come down to personal preference, or how you wish to view the performance information. My personal opinion that may clash with other experts in the space is that I love and generally prefer last-click. The reason I love it is for its simplicity and straightforwardness for lead generation. We can tie exactly which keyword and ad drove which lead. For me, the scattered attribution and fractions of conversion attribution is generally confusing to many clients.