Last Click vs. Assisted Influence
Last Click
Last click attribution assigns 100% credit to the final interaction before conversion.
Advantages:
- Simple
- Clear
- Easy to communicate
Limitations:
- Overvalues bottom-funnel campaigns
- Undervalues awareness and prospecting
- Encourages overinvestment in retargeting
Last click answers:
„Who closed the deal?“
It does not answer:
„Who made the deal possible?“
Assisted Conversions
Assisted conversions show campaigns that contributed to a conversion path but were not the final interaction.
They reveal:
- Prospecting impact
- Display influence
- Generic Search support
- Multi-touch behaviour
Assisted metrics help you see:
- Which campaigns introduce users
- Which campaigns nurture users
- Which campaigns convert users
In advanced evaluation, assisted conversions are not secondary metrics —
they are strategic indicators.