Glossary

Last-touch attribution: definition and examples

Last-touch attribution usually assigns credit to the most recent interaction before conversion. AnalyticFast’s default is specifically last non-direct touch: a direct return does not displace an earlier known acquisition source.

The direct-return rule

Among a visitor’s observed sessions before payment, AnalyticFast prefers the most recent non-direct session. If all eligible sessions are direct, it uses the latest direct session. Checkout metadata identifies the visitor; it does not mean that the checkout’s current session automatically receives source credit.

Example: an email before a purchase

A buyer first visits from Google, comes back through a tagged newsletter, then opens a bookmark and pays $25. A literal last-interaction model would credit the bookmark visit as direct. AnalyticFast’s last non-direct model credits the newsletter. First touch credits Google. Label the model when sharing a source report so readers know which question it answers.

Useful for conversion-focused work

Use this view to inspect recent campaigns, partner links and messages associated with purchases. Compare it with first touch before concluding that a discovery channel has stopped contributing. A campaign near checkout may receive credit from people who already intended to buy.

Keep the observation limits visible

The model can only select visits it observed and linked to the buyer. Missing UTMs, referrer stripping, blocked scripts, retention and identity loss can change the credited source. There is no basis for treating every direct visit as a known campaign. A source total is an allocation rule, not a measurement of incremental profit or an ad platform’s own conversion window.

Related definitions

• First-touch attribution
• UTM parameters
• Revenue attribution

Install AnalyticFast and connect verified revenue to use these definitions with your own data.