Last Click Attribution

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Last Click Attribution in CPV tracker (CPV Lab or CPV One) is a conversion attribution model where credit for a conversion is assigned to the last tracked click before the conversion event. This model emphasizes the final traffic source, ad, or landing page that directly triggered the conversion.

Why Last Click Attribution Matters

Direct Impact Measurement: Identifies the ad or funnel element that sealed the deal.
Performance Marketing Standard: Many networks and advertisers use last click as their default model.
Practical for Fast Funnels: In short funnels (like sweepstakes or app installs), the last click is usually the deciding factor.

How It Works in CPV Tracker

User Clicks Ad A (Click ID 111) – doesn’t convert.
User Later Clicks Ad B (Click ID 222) – proceeds to offer.
Conversion Occurs – CPV tracker attributes it to Ad B, the last recorded click.

Example:

A user clicks through a content blog ad, then later clicks a retargeting ad.
They purchase the product.
With last click attribution, the retargeting ad gets full credit.

Reporting in CPV Tracker

Reports show ROI, EPC, and conversions tied to last clicks.
This is often the default reporting model in CPV tracker (CPV Lab or CPV One) because it reflects final purchase triggers.

Benefits

Clear Attribution: Easy to track and analyze.
Optimizes Closers: Helps identify which campaigns and placements convert best.
Standardized: Matches the attribution models most affiliate networks use.

Drawbacks

Can undervalue top-of-funnel discovery campaigns.
Ignores earlier touches that contributed to the conversion.
May lead to over-investment in remarketing and under-investment in awareness.

Best Practices

Use for short funnels or when direct conversion triggers are the priority.
Always compare with first click attribution to balance strategy.
Consider hybrid attribution (multi-touch) for a more holistic view.

Example Use Case

In a SaaS campaign:

Google Ads (first click) brings the user to the site.
A week later, a Facebook retargeting ad drives them back, and they sign up.
Last click attribution gives Facebook full credit, even though Google played an important role.

In summary, Last Click Attribution in the CPV tracker (CPV Lab or CPV One) focuses on the immediate driver of conversions, making it ideal for measuring direct campaign impact but limited for long or multi-touch funnels.

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