Definition
Last-touch attribution assigns conversion credit to the final email before the purchase. It is common for measuring closing or remarketing campaigns.
It under-values earlier nurture steps, so combine it with other models for a full view.
Last-touch attribution answers the closing question by crediting the final email before conversion. It is simple and intuitive but inflates the role of the last message. Pairing it with first-touch shows both ends of the journey.
When to Use It
Use it to evaluate closing or remarketing campaigns.
Combine with first-touch for a fuller picture.
Why It Matters
Last-touch attribution answers the closing question. Understanding it helps you evaluate the campaigns that finalise sales.
Best Practices
- Use it to evaluate closing or remarketing campaigns.
- Combine with first-touch for a fuller picture.
- Be aware it inflates the role of the last email.
- Document the model.
- Track the last email per conversion.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
AI Email Summary
An AI email summary is a short, machine-generated overview of an email's key points, shown by Gmail, Outlook and Apple Mail before a recipient opens the message. It is reshaping how email marketers think about subject lines, preview text and open rates.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Frequently Asked Questions
Crediting conversion to the email immediately before purchase. Last-touch attribution answers the closing question by crediting the final email before conversion.
For measuring campaigns that drive the final decision. It is simple and intuitive but inflates the role of the last message.
All earlier touches that built intent. Pairing it with first-touch shows both ends of the journey.
It is simple and matches obvious last-click behaviour. Last-touch attribution answers the closing question by crediting the final email before conversion.
No, combine with first-touch or linear. It is simple and intuitive but inflates the role of the last message.