The last click attribution model in Google Analytics allocates all conversions to the last touch point in the customer journey.



For example: Tuesday afternoon, Sarah goes online on her favorite news website and clicks on an affiliate banner ads from Ehandel Partner. Later that day, she searches on Bing and clicks on a text ads from Ehandel Partner. 2 days later she checks her Facebook profile and clicks on a Facebook sponsored Ads from Ehandel Partner and ends up buying.

In a last click attribution model and if we take our example, the conversion will be allocated to Facebook. So if the order value is 100€, these 100€ will be allocated to Facebook.