Last touch attribution, also referred to as “last interaction” or “last-click,” is a type of marketing attribution model which gives 100% of a conversion’s credit to the final touch or visit that occurred right before the eventual conversion.
For example, let’s say a visitor finds your app from a Facebook ad, gets distracted & doesn’t end up downloading it on the first visit. A week later, the same user is retargeted with a Google Ad & completes the desired conversion, in this case downloading the app. In this example, 100% of the conversion’s credit goes to the Google ad instead of a portion of the credit going to the Facebook ad.