Attribution & Conversion Counting
Last-Click Attribution
By the AdFlint research team · Last reviewed July 2026
Gives all conversion credit to the final ad click before the conversion, ignoring every earlier touchpoint in the path.
All credit lands on the final click before the conversion, which makes reporting simple and reproducible but flattens upper-funnel work. Advertisers use it when paths are short or when they need an auditable baseline everyone can recompute. Google Ads still offers it while defaulting to data-driven attribution. The usual mistake is reading last click as what the ad caused rather than simply where the path ended.
Last-Click Attribution compared with
The settings this gets confused with, and how to tell them apart.
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