From the course: Introduction to Attribution and Mix Modeling
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Last click: The one everyone knows - Google Analytics Tutorial
From the course: Introduction to Attribution and Mix Modeling
Last click: The one everyone knows
- [Instructor] So here, we're going to run through some of the common models available to you in the popular analytics and attribution modeling tools. And of course, the first place we're going to start is the most common of all, the Last Click, or Last Interaction model. This model's a subject of much ire because it doesn't really tell you the full story. But the truth is, if you had to pick one model, it's not the worst choice. And there are valid reasons why it's the default model. Let's back up a step and talk about what it means. We touched on this idea earlier; we introduced attribution. The problem with Last Click is really what drives most folks to seek out attribution solutions in the first place. Let's look at this example of two visitors. Each visitor has multiple sessions in the primary channel for each as indicated here. Now in this case, we're thinking of this in a web analytics environment, where channels are leading to website visits, and the goal is an online…
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