Last-click attribution model

The Last Click Attribution Model gives full credit to the last click that drove someone to your website before converting. This is the default attribution model of Google Ads and its oldest. Although reliable, it will often over-credit the value of branded and other lower-funnel campaigns.

Related content


The e-commerce reports allow you to analyze purchase activity on your site or app that tells you product and transaction information, average order value, and other data.

Search term

A search term, otherwise known as a search query, is the word or phrase someone enters into a search engine.

Search engine optimization

SEO means search engine optimization, which is the art of ranking high on search engines in the unpaid section, also known as the organic listings.

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