Last-touch attribution assigns full conversion credit to the final marketing interaction before a lead converts. It’s simple to measure but often undervalues earlier awareness efforts.
In B2B, it’s most effective for short sales cycles or channel-level optimisation. For longer journeys, pairing it with multi-touch models provides a truer view of marketing’s full impact.
Despite limitations, last-touch remains a useful benchmark for quick performance diagnostics and ROI snapshots.
