Analytics and results

Last click

Also known as: last-click attribution

A model crediting the last eligible touchpoint under system rules.

A practical example

A purchase is attributed to the final campaign visit.

What should I know?

It may overlook earlier content, brand, and channel contributions.

Analytics and results in practice

Before comparing numbers, check definitions, periods, sources, and denominators. Separate observation from proof of an action's impact. A metric should support business decisions, not just look good in a report.

Related Semly features

See where this concept applies when working with Semly.

AI analyticsCompare visibility, position, sentiment, and brand share in AI answers.Google Search ConsoleConnect search data to Semly. Analyze queries and page performance when planning next steps.

Related terms

AttributionAssigning conversion credit to marketing touchpoints using a chosen method.ReferralVisits identified as clicks from links on other websites.DirectTraffic with no other assigned source under an analytics tool's rules.

Documentation and further reading

Definition prepared by Semly. Standards and behavior are described by their creators:

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