Last-Click Attribution is a marketing attribution model that assigns full credit for a conversion to the final touchpoint preceding the desired action, distinguishing itself from other attribution models by disregarding all prior interactions in the customer journey.
5
Publications
189
Citations
6
Authors
5
Institutions
Publications per year
2017–2026
2
Variants
Last-click Attribution Model
Parents
Publications
5
Attribution Strategies and Return on Keyword Investment in Paid Search Advertising
H. Alice Li, P.K. Kannan, Siva Viswanathan et al. · Marketing Science · 2016 · 74 citations
Advertising Analytics 2.0. (cover story)
Wes Nichols · Harvard business review · 2013 · 34 citations
1–5 of 5
Authors
6
- AP
1
h-index
- HA
1
h-index
- PK
1
h-index
- SV
1
h-index
- WNWes Nichols
Commonwealth Scientific and Industrial Research Organisation, Australia
1 publications · 34 citations
1
h-index
1–5 of 6
Institutions
5
Shanghai Jiao Tong University
Shanghai, China
2 h-index
2 publications
55 citations
Adobe Systems (United States)
San Jose, United States
1 h-index
1 publications
74 citations
Indiana University Bloomington
Bloomington, United States
1 h-index
1 publications
74 citations
University of Maryland, College Park
College Park, United States
1 h-index
1 publications
74 citations
University College London
London, United Kingdom
1 h-index
1 publications
27 citations
1–5 of 5
Venues
- Marketing Science
1 publications · 74 citations
1
h-index
- Harvard business review
HBR · 1 publications · 34 citations
1
h-index
- UCL Discovery (University College London)
Repository · 1 publications · 28 citations
1
h-index
- Journal of Direct Data and Digital Marketing Practice
1 publications · 26 citations
1
h-index
1–4