True or False: Attribution for a desired event should be allocated only to the last click in the purchase funnel.

Attribution modeling in digital marketing is essential for understanding how different interactions contribute to the customer journey and eventual conversions. The statement that attribution should be allocated only to the last click in the purchase funnel is misleading.

Last-click attribution assigns 100% of the credit for a conversion to the last touchpoint before the final action, often disregarding the influence of earlier interactions. This approach overlooks the complexity of customer journeys, where multiple interactions across various channels play critical roles in guiding consumers toward their decisions.

By recognizing that different touchpoints—such as first interactions, assist clicks, and other stages—contribute to a conversion, marketers can more accurately assess the effectiveness of their campaigns. This is why the assertion that last-click attribution is the sole method for assigning credit is not valid. It is essential to consider a more holistic view of attribution that accounts for the entire purchase funnel, thus providing insights into the roles that different channels and interactions play in achieving desired outcomes.