What is a drawback of "last click" attribution in marketing?

The correct choice highlights a significant limitation of "last click" attribution in marketing: the overemphasis on the final interaction. Last click attribution assigns all the credit for a conversion to the last touchpoint a consumer encountered before making a purchase. This approach can skew the understanding of the customer journey, as it neglects the influence and contributions of earlier interactions. For example, a customer may have interacted with several channels or touchpoints before reaching the end of their journey, such as receiving an email, engaging with social media content, or seeing an online ad. By focusing solely on the last interaction, marketers miss out on valuable insights about how different channels work together to drive conversions, leading to suboptimal marketing strategies and budget allocations.

This limitation is why many marketers seek more holistic approaches, such as multi-touch attribution models, which better account for the customer’s entire journey and the interactions that occur along the way.