What is Last-Click Attribution?

Last-click attribution is a model that assigns 100% of conversion credit to the final ad click before the goal action. It is the de facto standard in most CPA networks, affiliate platforms, and arbitrage trackers.

If a user clicks ad A, then ad B, and completes an order, B gets the conversion. Intermediate touchpoints receive no revenue share. The model is easy to implement: store the latest click ID in a cookie or pass it in the offer URL.

Why it dominates arbitrage

Clear payouts — one source per conversion, straightforward disputes.
Postback compatibility — the network returns one clickid; the tracker matches the last click.
Bottom-funnel optimization — media buyers focus on channels that close the sale.

Drawbacks

Last click undervalues top-of-funnel work: video views, first push click, pre-landing warm-up. In multi-channel setups (retargeting + prospecting), both may contribute; last click gives all credit to retargeting. For brand and long sales cycles, the model misstates channel contribution.

Vs. platform attribution

Meta and Google may show assisted conversions and data-driven models, but affiliate payout in the network still follows last click (or offer rules). Tracker vs. ad account mismatches often reflect different models, not “lost” conversions.