Why Can’t Last Click Attribution Tell the True Picture?
As the digital media develops dramatically in the past several years, consumers are now exposed to all kinds of mediums, from social media to digital billboard. For marketers, it is a big challenge to track and tell which moment is the effective moment that forcing the consumers to buy the products. For a very long period, many marketers reply on the Last Click Attribution model to decide which platform is the most useful one. However, this model could be lead us to a completely different direction.
For an instance, one day I was surfing the Instagram, a photo based social media, and found an attractive Ad campaign of Nike new sneakers, which appealed me to know more details of that pair of sneakers. Although on its Instagram photo, it has a shopping link, I am still not used to shop on Instagram. Therefore, one second later, I turned on my laptop and typed in “Nike Sneakers” on Google. The first search result I got was the Google keyword ad that Nike bought. So I clicked that without hesitation, and viewed the information on their official website, and of course bought the sneakers in the end.
Apparently, if imply the Last-Click Attribution model to my journey of purchasing Nike Sneakers, you may find that the Google keywords is the reason leading me to buy the shoes. So, you may think the conversion comes from the Google AdWords campaign. However, the actual effective channel was the Ads on Instagram. Therefore, the last click in this case, is definitely not the right cause to form my shopping decision, so neither should it be credited for the purchase.
Besides the example I came up with above, there are multiple touchpoints could be contributed along the entire customer journey. Sometimes, it needs various ads and promotion to force the consumer to make the final purchase. Therefore, it is better to imply a suitable model based on the previous data collected and real goal of the campaign.
















