Last-click attribution

Last-click attribution assigns all conversion credit to the final click eligible under the chosen model. Eligibility matters: GA4 describes a paid-and-organic model ignoring direct traffic and a Google-paid model selecting the last Google Ads click, with a fallback rule.[1] The label last click alone therefore does not specify the entire attribution policy.

For a store, a closing search ad might receive all credit even when an earlier campaign helped the shopper discover the product. Use the model to investigate closing interactions rather than declaring earlier contacts worthless without further analysis. State the model and window when comparing channels. A shift in credit allocation is not automatically a change in the number of orders actually placed.