How does last-click attribution influence budget decisions?

• A. Last-click gives credit to the final touchpoint; multi-touch distributes credit across multiple channels.
• B. Last-click distributes credit across all touchpoints; multi-touch gives all credit to the first touch.
• C. Last-click is used for mobile campaigns only, while multi-touch is for desktop campaigns.
• D. Multi-touch assigns risk-based weighting without data.

Answer: (A)

Attribution models determine how credit for a conversion is assigned across the customer’s journey, and that shapes how budgets are allocated. In last-click attribution, the final interaction before the conversion gets all the credit. That makes budget decisions tilt toward the channel that typically closes the sale—often paid search or retargeting—because it appears to be the decisive step. It can undervalue earlier touchpoints like display, social, or content that helped bring the user into the funnel.

In contrast, multi-touch attribution spreads credit across multiple interactions along the path. This highlights the contribution of each stage—awareness, consideration, and conversion—so budgets are more likely to support a broader mix of channels that collectively influence the outcome.

So, last-click guides spend toward the final touchpoint, while multi-touch encourages distributing spend to reflect the influence of the entire journey.