Last-click attribution is a way of measuring where a conversion came from.
It gives all the credit to the final touchpoint in a user’s journey before they complete an action on a website, such as making a purchase or submitting a contact form.
For example, if a user finds a website through a blog in Google, then a week later returns to the site by typing the website address directly into their browser to make a purchase, under last-click attribution, that conversion is credited to Direct traffic, rather than the first entry point into the site.
This is because Direct traffic was the final step before the user completed the action.
The earlier visit from Organic Search traffic via Google is ignored and not credited, even though this was the source that introduced the person to the website in the first place.
Last-click attribution only looks at the last interaction and does not account for the initial steps in the user’s journey that led them to convert.
On the other end of the spectrum, platforms like Google Ads can track and claim conversions that happen up to 90 days after someone clicks an ad.
For example, if a user clicks a paid ad, spends some time browsing through the site, leaves, and then returns weeks later by typing the website address directly or through organic search, the conversion can still be attributed to the original ad click.
As a result, this can make paid channels look more effective than organic search, because they are given extended credit.
How last-click attribution skews accuracy of performance figures
The main issue with last-click attribution is that it provides a distorted view of what is actually driving results.
Typically, most users don’t tend to convert on their first visit to a website.
Think about your own purchase journey. You might do some research, compare options, go away to think about it and then come back later when you’re ready to take action.
The problem is that last-click attribution only credits the final step in that journey, despite earlier interactions either starting or playing a supporting role.
For example, a user might be looking for digital marketing services in their area on Google and land on engageweb.co.uk through an organic result.
They then leave the site and return to Google to do some research on SEO (search engine optimisation) and land on the blog titled ‘The difference between local SEO and national SEO’ – again, on engageweb.co.uk. Both of these visits come from organic search traffic.
At this point, the user is familiar with the brand, so when they disappear for a few days and come back when they’re ready to get in touch, they type engageweb.co.uk directly into the browser and submit a contact form.
Under last-click attribution, this conversion is recorded as Direct traffic, despite the two earlier touchpoints from organic search.
If this behaviour is repeated across 100 users following a similar journey, this creates a misleading view of performance.
Performance reports in Google Analytics 4 would show that Direct traffic generates a high number of conversions, while organic search traffic may appear to contribute very little. Of course, we know that this is not reality and is quite unfair.
In fact, research by Campaign Monitor in 2022 suggests that users typically interact with a website seven to 13 times before converting. Organic search could bring them to the site 12 times before they finally return via direct and convert.
In this case, the true impact of organic search is hidden, and instead it looks like users are already aware of the brand and are choosing to visit the website directly, when in fact they first discovered the website through organic search.
As a result, this leads to unreliable data. Channels like organic search, which help build brand trust and awareness early in the user journey, aren’t receiving the credit they deserve.
To business owners that outsource their SEO, it can look like organic search is underperforming. This can lead to SEO work being reduced or stopped altogether.
As a result, over time, fewer new users discover the website, overall traffic declines and conversions begin to drop as the pipeline of new potential customers slows down.
If you want a clearer understanding of how your website is performing, get in touch with the team at Engage Web today.
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