In a "last-click" attribution model, Google Analytics attributes all conversion credit to which source?

In a "last-click" attribution model, Google Analytics assigns all conversion credit to the last marketing activity that a user interacted with before completing a conversion. This means that the final touchpoint a customer encounters is the only source that receives acknowledgment for the conversion, regardless of any previous interactions they may have had with other marketing channels.

This model is straightforward and often favored for its simplicity; it makes it easy to identify which marketing efforts directly lead to conversions. However, it does not account for the influence of previous interactions, which may also play a significant role in the customer's decision-making process. Understanding that the last-click attribution model only focuses on the final touchpoint helps marketers in strategizing their resource allocation and optimizing channels that are effective in driving conversions at the end of the customer journey.