Custom Attribution Last Touch

The Custom Attribution Last Touch query focuses on customers' final touchpoints before conversion. It attributes 100% of the credit to the last touchpoint, providing insights into the most effective channels for converting customers. Analyzing the query results can help you understand which campaigns or channels are most impactful in driving conversions, allowing you to optimize your marketing strategies accordingly.

The query provides detailed metrics for each campaign, such as impressions, clicks, user reach, conversions, conversion rate, total units sold, and total product sales. For example, it shows that a particular campaign had the highest conversion rate (3.8% as shown below), indicating its effectiveness as a last touchpoint. These insights can be valuable for optimizing advertising strategies and allocating resources more effectively.

To use this query effectively, you'll need data from multiple ad campaigns, including tables like dsp_impressions, dsp_clicks, sponsored_ads_traffic, and conversions_with_relevance. You can customize the query based on your campaign types, conversion metrics, lookback windows, and traffic qualifications to tailor the insights to your specific needs.

For more information, refer to our data model.