Marketing Atlas
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▥ Analytics & attribution

Last-click attribution

마지막 클릭 기여

Assign conversion credit to the last eligible click.

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html
<div class="lc"><div class="route">SOCIAL <i>→</i> <b id="last">SEARCH</b> <i>→</i> BUY</div><div class="credit"><div id="social"><span>SOCIAL</span><b>0%</b><i></i></div><div id="search"><span>SEARCH</span><b>100%</b><i></i></div><div id="email"><span>EMAIL</span><b>0%</b><i></i></div></div><small>ALL CREDIT → LAST ELIGIBLE CLICK</small></div>
css
.lc{width:min(86%,540px);font:900 clamp(10px,max(2vmin,1vw),15px)/1.2 sans-serif}.route{background:var(--fg);color:var(--bg);padding:clamp(8px,2vmin,16px);text-align:center;white-space:nowrap}.route i{color:var(--accent);font-style:normal;margin:0 3px}.route b{color:var(--accent-2)}.credit{display:grid;gap:clamp(6px,1.6vmin,11px);margin:clamp(12px,3vmin,25px) 0}.credit>div{display:grid;grid-template-columns:clamp(45px,10vmin,78px) clamp(24px,6vmin,45px) 1fr;gap:8px;align-items:center}.credit b{text-align:right}.credit i{height:clamp(11px,2.7vmin,20px);background:var(--accent);width:0;transition:width .6s}.lc small{color:var(--muted);letter-spacing:.05em;font-size:clamp(10px,max(1.5vmin,1vw),12px)}
js
let last='search';function render(){document.querySelector('#last').textContent=last.toUpperCase();for(const id of ['social','search','email']){const el=document.querySelector('#'+id),on=id===last;el.querySelector('b').textContent=on?'100%':'0%';el.querySelector('i').style.width=on?'100%':'0%'}}render();setInterval(()=>{last=last==='search'?'email':'search';render()},1650);
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Marketing attribution마케팅 어트리뷰션

Choose how to assign credit across the touchpoints before a purchase.

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Incremental lift증분 효과

Measure the extra outcome beyond what would happen without exposure.

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Data-driven attribution데이터 기반 기여 모델

Use observed paths to distribute conversion credit across touchpoints.

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Customer acquisition cost (CAC)고객획득비용 (CAC)

Calculate the cost of acquiring one new customer.

A last-click model assigns 100% of credit to the final eligible click before conversion. Its simple rule is easy to read but hides earlier touchpoints.

As the last click changes between two paths in the demo, all credit moves to another channel. Check each tool's eligibility rules, including how direct visits are treated.

Do not interpret last-click credit as incremental sales. Use path analysis or lift experiments to investigate early awareness channels.

When to use

Use it for simple channel reporting, while avoiding budget decisions from final clicks alone.

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