All credit goes to the last touchpoint before the conversion: the thing that closed the sale.
Last-click attribution is the default in many analytics tools. It credits the final interaction before a conversion with 100% of the value. It shows what closes sales: retargeting, branded search, email reminders.
Its blind spot is everything earlier in the journey. Prospecting campaigns rarely get the last click, so last-click reports tend to over-invest in retargeting and brand search and under-invest in the ads that create new demand.
The problem
Last click is the default in most tools because it's simple, and it is genuinely useful for spotting what tips people over the line. But used alone, it hands every sale to retargeting, branded search and email, and makes everything upstream look worthless.
Seeing last click next to other models tells you how much of its credit is real.
Create your account, install one snippet and see it on your own leads and sales.
Highlights the final push that converts.
Lines up with how many analytics tools report by default.
Every conversion maps to one session.
Every model is computed for every conversion, ready on day one.
Start using Last-click attributiontracko.js records each session with its channel, source, campaign, ad set and ad.
Visits on any device become one journey once the person identifies.
Credit is split across the journey's touchpoints inside your lookback window.
Pick another model on the report; credit for every model is already computed.
Use cases
Find the ads and emails that most often precede a purchase.
Compare BrainyMetrics with tools that only report last click.
For impulse purchases with one or two touches, last click is often enough.
Why BrainyMetrics
Every model is computed for every conversion, from data you own, so the debate moves from opinions to numbers.
Stop guessing which marketing pays.
Start using Last-click attributionGetting started
No migration project and no agency retainer. Here is the whole path from sign-up to your first attributed sale.
Sign up, name your workspace and pick the plan that fits. Your tracking snippet is waiting under Settings → Install.
Paste one snippet into your site's head, or add it with Google Tag Manager, WordPress or your funnel builder's tracking code box.
Connect Stripe, Shopify, your funnel builder or calendar, then Meta, Google or TikTok for hourly spend. Most connections take a click.
The setup checklist ticks itself off as data arrives. Your next lead or sale shows up with its full journey and the ad that earned it.
One account
Tracking, attribution, calls, spend and revenue analytics share one data model, so each feature makes the others more accurate.
Seven models side by side, down to the ad.
Your own subdomain and server-set cookies.
Dynamic numbers matched to the click behind each call.
Hourly spend sync joined with real revenue.
Feed real sales back to nine ad platforms.
Every visit, ad, order and call per person.
Lifetime value by the channel that acquired them.
Drop-offs and cost per step, by ad.
Create your account and start tracking today.
Create your accountCommon questions about Last-click attribution, setup and pricing.
Create an account, install the snippet and see how BrainyMetrics handles your real traffic.
Get startedDirect visits from bookmarks or typed URLs, and branded searches, frequently take the last click even though an ad started the journey. Last non-direct avoids the first of those problems.
Yes. BrainyMetrics computes every model for every conversion, so you can switch models on any report instantly and compare them side by side.
New leads, orders (net of refunds), answered phone calls, booked calls that weren't cancelled, and any custom events you mark as conversions.
The basics take minutes: paste the snippet, connect your checkout or funnel builder, and connect your ad accounts. The setup checklist in your dashboard ticks each step off as data arrives, so you always know what's left.
Usually not. The snippet can go in through Google Tag Manager, WordPress or your funnel builder's tracking code settings, and most revenue sources connect with a click or a webhook URL you paste. The developer guide covers the JavaScript and server API if you do have a developer.
No. Plans are a flat monthly or yearly price. We never bill a percentage of revenue or ad spend, and you can switch, pause or cancel from the Billing page without a call.
No. Plans limit dashboard modules and things like integrations or workspaces; tracko.js, webhooks and syncs keep collecting data, so nothing is lost if you upgrade later.
Yes. BrainyMetrics supports consent modes, works with your consent banner, respects Global Privacy Control and handles sensitive form fields strictly. Data is first-party: it belongs to your workspace, not an ad network.
Last click, ignoring direct visits. BrainyMetrics' default.
All credit to the touch that first brought the person in.
What each single-touch model shows and how to combine them.
Credit the first paid ad click in a window; built for call and high-ticket funnels.
Equal credit to every touch in the journey.
More credit to recent touches, with a 7-day half-life.
Install one snippet, connect your checkout and ad accounts, and get attribution you can act on today. Flat pricing, no annual contract.