Tracking
Last-click attribution
Crediting 100% of a conversion to the most recent ad click.
Last-click attribution gives 100% credit for a conversion to the last ad touchpoint before the sale. Default model on most affiliate networks and trackers because it's simple and matches the 'who do I pay' affiliate-network logic. Critique: under-credits awareness channels (top-of-funnel native, video, display); favors retargeting and branded search.
Example
User saw 4 native ads over 12 days, then searched the brand on Google and clicked a paid-search ad. Last-click gives 100% credit to Google Search; the native spend that built the awareness gets zero in the report.