Sisteklikk

Sisteklikk, in the context of digital analytics and marketing, refers to a last-click attribution model. In this model, the conversion value is attributed entirely to the final click or user interaction immediately preceding the conversion, with all previous touchpoints considered irrelevant for credit.

How it works: When a user engages with multiple channels or ads on their path to conversion, the final interaction before conversion receives 100 percent of the credit for the sale or goal completion. This means earlier exposures—such as the initial ad impression, organic search visits, or mid-funnel content—do not influence the reported value of the conversion.

Variants and terminology: The term is often used interchangeably with last-click attribution. Some platforms distinguish between last-click and last non-direct-click, where direct visits are treated differently depending on the specific implementation. In practice, different tools may apply slightly different rules for what constitutes the “last” click, especially across devices and cross-channel paths.

Advantages: The model is simple to implement and interpret. It provides clear, easily actionable data for channels that appear at the final step of the conversion process and aligns with direct-response marketing goals.

Criticisms: Sisteklikk can misrepresent the effectiveness of upper-funnel and assistive channels, undervaluing campaigns that contribute earlier in the customer journey. It can bias budget allocation toward channels that often appear as the final touchpoint, ignore cross-device complexities, and rely on incomplete attribution data.

Alternatives: First-click attribution, multi-touch attribution, position-based models, and data-driven attribution are commonly used alternatives that attempt to distribute credit across multiple touchpoints.