Last-click allocation is a marketing strategy that attributes all credit for a conversion or sale to the last touchpoint or interaction a customer had with a brand before making a purchase. This approach disregards any previous touchpoints or marketing efforts that may have influenced the customer’s decision, and instead focuses solely on the final touchpoint. While this method may provide a clear and simple way to measure the success of a specific marketing channel, it can also overlook the impact of other touchpoints and fail to accurately reflect the customer’s journey towards a purchase.