Definition
Last-touch attribution is a model that assigns 100% of the credit for a conversion to the final marketing touchpoint a customer interacted with before taking action, such as making a phone call or submitting a form.
Marketers use it because it is simple to implement and easy to explain. The last ad clicked, the last page visited, the last campaign seen gets full credit.
The problem: it ignores every prior touchpoint that built intent. A caller who saw three ads, read two blog posts, and then clicked a branded search ad before calling, gets that entire journey credited to the search ad alone.
In call tracking, last-touch attribution is common but often misleading. Convirza draws on the deepest call benchmark corpus in the industry to show how single-touch models routinely misattribute phone-driven revenue, causing operators to cut channels that were doing real work earlier in the funnel.
For a deeper look at how attribution models apply to inbound calls, see Call Attribution.
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