Last Touch

A channel attribute that allows the site owner or administer to see everything the user engaged in on the site prior to creating a successful event (such as making a purchase).

In the last touch attribute the credit for the successful event will be given to the last thing that the user was on before they clicked in to buy the product. This could be an email from an email campaign or a banner ad from the site itself or a banner from another site. The first and last touch could be the same event if the person clicks directly in to the site to purchase. Some Adwords campaigns give the fee totally to the last touch and others split it equally between the first and last touch. In terms of pay per click advertising or other marketing web site owners pay for, knowing the number of last touch is central to understanding and calculating the final payment due for the advertising.