Ecommerce brands need to know: What content convinced a new customer to take that final click and buy?
This is exactly what the Last Click Attribution Model does. It makes it easy to accurately depict the data about high performing or non-performing marketing content. Once you know this, you can kill the poor performing campaigns and scale the high performing ones.
Increasing ROI is much easier with accurate attribution data, especially insights into the last clicks that customers make before a purchase.
Definition of Last Click Attribution
Last Click Attribution credits the revenue from a sale to the final click a customer makes before they purchase.
It essentially identifies what content inspires a customer to take the jump and make a purchase.
Looking at the image below showing a timeline of touchpoints, all of the circles on the timeline represent each touch point where a customer interacted with the brand's content. You can see the last click is the final action prior to an order being placed.
Knowing this makes it easy to replicate effective advertising and scale revenue using more successful ads. Scale the winners, and kill the losing campaigns. The result is huge improvements on ROI by eliminating guesswork on what campaigns are actually bringing in revenue.
When To Use Last Click Attribution
Last click attribution is best used when determining what bottom of funnel content is effectively inspiring purchases. The higher the ROI on a campaign, the greater the effectiveness.
This is especially helpful for ecommerce brands that advertise across multiple channels. Getting an accurate, unbiased picture of each channel's performance all in one place makes it easy to compare. Not only can you compare across channels, but you can also compare campaigns from different channels against each other.
Relying on ad platforms to report on their own performance is like letting the fox into the henhouse. Multiple ad channels will often take credit for the same sale, because they don't share data with each other and have plenty of incentive to grab as much attributed revenue as possible. That's why you've probably noticed that attributed revenue in Google Ads or Facebook Ad Manager doesn't match revenue from the CRM or payment processor.
Having completely accurate, unbiased marketing attribution data that compares channels and campaigns against one another is critical for scaling revenue from paid ads successfully.
How To Use a Last Click Attribution Report
Following is an example of a Last Click ROI Attribution Report from our Wicked Reports dashboard.
This report can be created with a variety of parameters, including flexible time frames, sources (Facebook, Google, Microsoft, Pinterest, TikTok, Snapchat, Email, Organic) , and even down to specific campaigns.
To create the report, simply choose the parameters you wish to review and click, "Apply."
In this example, the client is looking at the Last Click ROI Attribution Report for data so far this year (2025).
The above view shows each channel for an overall view of performance. The client can then drill down into each channel to look at individual campaign performance.
You can see that the ROI is calculated for each individual campaign. Positive ROI is shown in green and negative ROI is shown in red, making it easier to identify candidates for scaling or killing.
There are a number of additional columns available in this report at both the channel and campaign level, including:
- Costs
- Clicks/Views
- New Leads
- Re Engaged Leads
- Sales
- Revenue
- ROI
- Average Days From Last Click
- ROAS
- Average Order Value (AOV)
- CPC
- CPL
- CAC
With all this information, marketing decisions become much less stressful because you are not relying on inaccurate information to guess what to do.
Wicked Reports was created to provide accurate marketing attribution data and confidence in marketing decisions based on that data.
How To Increase ROI With Last Click Attribution
The easiest way to increase ROI is to eliminate content that is not creating revenue and increase the budget for advertising campaigns that are successfully increasing revenue.
One small caveat: You must be patient and let campaigns run long enough to realize their potential.
Impatience and quickly turning off campaigns before they have a chance to perform is one of the biggest mistakes we see.
So how long should you let a campaign running before deciding it's fate?
The answer is at least one buying cycle. A buying cycle is the average amount of time it takes a user to go from first-click or becoming to a lead to making a purchase.
Not sure what your brand's buying cycle time is?
No problem! That is why we provide Sales Velocity reporting.
To use this report, just take a look at how long the majority of sales occur after the initial interaction, and use that timeframe to run each ad campaign before deciding it's fate.
The Power Of Last Click Attribution
Last Click Attribution is an incredibly powerful way to use marketing data. You can improve your ROI by taking the following steps:
- Do not rely on inaccurate reporting from ad platforms.
- Use accurate Last Click ROI Attribution report to look at channel and campaign level performance.
- Wait at least one buying cycle before deciding the fate of a new ad campaign.
- Scale the most positive ROI campaigns and kill the negative ROI campaigns.
It's that easy!
Want access to powerful, multi-channel, last-click attribution ROI reporting? Book a free demo with a Wicked Attribution Expert today!
FAQ
What is the definition of Last Click Attribution?
Last Click Attribution is an attribution model that credits 100% of the revenue from a sale to the final touchpoint (the last click) a customer makes immediately before they complete a purchase. It is the clearest way to identify the exact content that inspired the final conversion.
When is Last Click Attribution best used by eCommerce marketers?
It is best used for evaluating the performance and ROI of bottom-of-funnel content and ad campaigns. This includes retargeting ads, product pages, or final promotional emails designed to drive an immediate purchase decision.
Why is it important to use a third-party tool like Wicked Reports instead of relying on ad platform reporting for Last Click Attribution?
Relying on ad platform reporting is inherently flawed because platforms like Facebook and Google often take credit for the same sale and have an incentive to maximize their attributed revenue. A third-party solution provides accurate, unbiased data by de-duplicating sales and comparing all channels fairly.
