Last Click vs Last Click Paid

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In campaign performance analysis, choosing the right attribution model can completely transform how data is interpreted and how investment decisions are made. With the arrival of the new Last Click Paid model, Nemu clients can now compare two distinct yet complementary views of the conversion journey:

• Last Click: assigns 100% of conversion to the user’s last click before purchase, regardless of channel (paid, organic, or direct).
• Last Click Paid: assigns 100% of conversion to the last click on a paid channel. If there’s no paid interaction in the journey, the conversion will be attributed to the last organic or direct channel.

Understanding this difference is essential to correctly evaluate the role of paid media without losing sight of the impact of non-paid channels like SEO and direct traffic.

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Which model to use?

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Example 1: When Last Click is Direct

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Scenario

A customer clicks on paid ads throughout the journey but completes the purchase by accessing the site directly (typing the URL or via favorites).

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User journey:

• Clicked on an Instagram ad
• Returned to the site via email marketing
• Clicked on a Google Ads ad
• Accessed the site directly and purchased

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Attributed revenue:

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Interpretation:

• In the Last Click model, the Direct channel receives 100% attribution because it was the last click before purchase.
• In the Last Click Paid model, credit goes to Google Ads, which was the last paid channel before the direct click.

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Best practices:

• Use Last Click Paid to evaluate the impact of paid campaigns that directly influenced the purchase.
• Use Last Click to understand final user behavior and the role of direct visits in conversion.
• When many direct visits appear in Last Click, it’s worth investigating whether paid media is generating purchase intent that only materializes later.

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Example 2: When Last Click is Organic

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Scenario

A customer sees paid ads, searches for the brand on Google, clicks on an organic link, and completes the purchase.

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User journey:

• Clicked on a TikTok ad
• Clicked on a Facebook ad
• Did a Google search, clicked on organic result
• Purchased

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Attributed revenue:

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Interpretation:

• In Last Click, conversion is attributed to Google Organic because it was the last click.
• In Last Click Paid, credit goes to Facebook Ads because it’s the last paid channel before the organic click.

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Best practices:

• If your strategy includes SEO, content marketing, or strong branding, the Last Click model helps visualize the real impact of these channels.
• If the focus is on paid media performance, the Last Click Paid model prevents organic channels from “stealing” credit from campaigns that influenced the decision.
• Using both models together allows understanding both who generated the intent and who finalized the conversion.

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Final Tips for Analysis

Compare both models regularly:
Frequent differences between Last Click and Last Click Paid indicate many users are completing the journey through non-paid channels, like direct or organic. Use Last Click Paid for investment decisions:
It shows which paid channels actually influenced the purchase decision, avoiding wrong decisions based only on the last click (which may have no cost). Use Last Click to understand final behavior:
Ideal for UX actions, remarketing, and recurring navigation, where the final click may occur days after contact with ads.

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Conclusion

Last Click and Last Click Paid models don’t compete — they complement each other.

• Use Last Click Paid to measure paid media performance accurately.
• Use Last Click to understand the real customer journey to purchase.
• By crossing both, you’ll have a complete view of who created the intent and who converted.

And remember: clarity in analysis starts with the right model. Nemu gives you flexibility to see both sides of the story.