Glossary
What is Last-Click Attribution ?
Last-click attribution gives 100% credit for a conversion to the final ad click before the user completed the action.
Overview
Last-Click Attribution: Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
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Bring creative, spend, and outcome metrics into one source of truth.
AI tagging
Structure creative elements so patterns can be compared across campaigns.
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Overview
Last-click attribution gives 100% credit for a conversion to the final ad click before the user completed the action.
All previous ad interactions in the customer journey, earlier clicks, impressions, different channels, receive zero credit.
Last-click is simple, deterministic, and universally supported, which explains its dominance.
Its weakness is systematic bias: it undervalues upper-funnel channels (awareness video, display) that contribute to the decision to convert but rarely receive the final click.
Segwise Platform
Creative intelligence for every team
Unify creative data across platforms
Bring creative, spend, attribution, cohort, and revenue data from your ad networks, MMPs, and internal sources into one view.
Tag every creative element automatically
Multimodal AI tags hooks, CTAs, products, emotions, dialogs, characters, formats, and visual styles without manual taxonomy work.
Connect tags to ROAS and LTV
Move past vanity metrics by seeing which elements are associated with revenue, retention, CPA, and downstream quality.