Question

Last-click attribution gives credit for a customer’s action to A. all of the sources that can be traced through web analytics B. only sources that have been coded with web analytics C. the most recent source that brought the individual to the point of action D. the first source that can be traced by web analytics

Answer 1

Answer: the most recent source that brought the individual to the point of action

Explanation:

An attribution model is a strategy that is used to determine the way one assign credit for conversions across the various touch-points of the customer. An attribution model may consist of email, paid search, social media, referrals, digital channels etc.

Last-Click Attribution is a web analytics model whereby the “last click” is the one given credit for a conversion or sale. In other words, when someone comes to your website and then orders some goods, there should be a web analytics system that is in place which will tell you where the customer came from.

Based on the explanation, last-click attribution will give credit for the action of a customer to the most recent source which brought such individual to the point of action.