Question

In Microsoft Ads reporting, how is &#x27;Attributed Revenue&#x27; calculated when using a &#x27;Last Click&#x27; attribution model?

Accepted Answer

When using a &#x27;Last Click&#x27; attribution model in Microsoft Ads reporting, &#x27;Attributed Revenue&#x27; is calculated by assigning 100% of the revenue from a conversion to the *lastMicrosoft Ads click that occurred before the conversion. The &#x27;Last Click&#x27; model ignores any previous interactions the customer may have had with your ads or other marketing channels. Only the final ad click that directly preceded the conversion receives credit for the revenue generated. For example, if a customer clicks on your Microsoft Ad, then visits your site organically, and then returns to your site directly before making a $100 purchase, the Microsoft Ad receives the full $100 of attributed revenue under the &#x27;Last Click&#x27; model. If the customer clicked on a Microsoft Ad, then clicked on a Google Ad, and then converted, the Microsoft Ad would receive $0 in attributed revenue because the Google Ad was the last click. This model provides a simple and straightforward way to assess the direct impact of the final ad interaction on revenue but doesn&#x27;t account for the influence of earlier touchpoints.

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In Microsoft Ads reporting, how is 'Attributed Revenue' calculated when using a 'Last Click' attribution model?