The full path attribution model assigns 100% of the conversion credit to the final touchpoint in the customer’s journey that led to the desired outcome. This means that whatever the last click, advertisement, or interaction a customer had before converting receives all the credit for the sale or conversion. It disregards all previous interactions that the customer may have had with the brand or product.
This approach offers the benefit of simplicity and ease of implementation. It is particularly useful when the final touchpoint is undeniably the most significant factor driving the conversion. Historically, this model provided a straightforward solution for tracking marketing effectiveness before more sophisticated models became readily available.