What is one bias associated with Last Click attribution?
A) tends to favor social media
B) considers the entire click stream prior to conversion
C) only considers the consumer action immediately prior to a website visit
D) evaluates in-site behavior
E) none of the above

Question

Quizplus · Accepted Answer

Last Click attribution only considers the consumer action immediately prior to a website visit, which can be biased towards channels that typically drive the last click before conversion.

What Is One Bias Associated with Last Click Attribution