The Last Click Linear attribution model is created by Odyssey Attribution and gives most of the credit to the last touchpoint. It linearly increases the amount of value as the touchpoint move away from the first touchpoint

For explanatory purposes, let’s look into the last click linear attribution model.

In this model, the beginning of the customer journey receives the least credits, and increases until the last one gets the most. The total surface is derived from a maximum media spend.

This is Odyssey’s definition of Last Click Linear, and merely a starting point. There are many different ways to distribute the maximum media spend over all of the touchpoints. This depends on the chosen media spend and the iteration of the model you intend to use, making the line more or less steep.

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