What is the difference between data-driven attribution and last click?

The key differences between data-driven attribution and last-click attribution are:

1. Credit Assignment

   • Last-click attribution gives 100% credit to the final touchpoint before conversion.

   • Data-driven attribution uses machine learning to distribute credit across multiple touchpoints based on their estimated impact.

   
   

2. Complexity

   • Last-click is simple and easy to understand.

   • Data-driven is more complex, using algorithms to analyze conversion patterns.

   
   

3. Comprehensiveness

   • Last-click only considers the final interaction.

   • Data-driven considers the full customer journey across multiple touchpoints.

     
     

4. Accuracy

   • Last-click can oversimplify and miss the impact of earlier touchpoints.

   • Data-driven provides a more accurate picture of how different channels contribute.

   
   

5. Adaptability

   • Last-click is static and doesn't change.

   • Data-driven continuously learns and adapts based on new data.

   
   

6. Data requirements

   • Last-click works with minimal data.

   • Data-driven requires significant conversion data to function effectively.

   
   

7. Insights

   • Last-click is useful for understanding bottom-of-funnel performance.

   • Data-driven provides insights across the full funnel.

   
   

8. Budget allocation

   • Last-click can lead to overinvestment in last-touch channels.

   • Data-driven enables more balanced budget allocation across channels.

   
   

9. Implementation

   • Last-click is easy to implement in most analytics tools.

   • Data-driven requires more advanced setup and often specialized tools.

In summary, while last-click is simpler, data-driven attribution generally provides a more comprehensive and accurate view of marketing performance, especially for businesses with complex customer journeys. Data-driven attribution is a great solution for many businesses, especially smaller ones. Medium to large businesses should also explore using Incrementality-based Attribution that combines incrementality testing with data-driven attribution to give marketers the most accurate measurement solution.