What is last touch attribution?

The same rule as last-click, applied to any kind of touch rather than only paid clicks: an organic visit, an email click or a direct visit can take the credit as well as an ad. Adsu is last-touch, which is why an email or a referral can be credited with a member, not only an ad.

Is last-click attribution bad for gyms?

Not when it credits the payment. The complaint about last-click is that it ignores the ads that introduced you, and that is true. But a model that spreads credit by formula gives you a number nobody can verify. For a gym, one ad credited with one verified member is a number you can act on, and the earlier touches are still on the member’s journey.

Why does Adsu credit the last touch instead of the first?

Because the last eligible touch is the one closest to the decision, and it can be checked: this visit, this enquiry, this payment. First-touch credits the ad that started a journey that may have taken a very different route to the front desk. Both are visible in the member’s timeline; only the last one gets the revenue.

Glossary

What is last-click attribution?

Last-click attribution gives all the credit for a conversion to the last ad click or touch before it happened. It is the simplest model, the easiest to check, and the one Adsu applies to the payment rather than the form.

Updated September 12, 2026

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Last-click attribution for gyms

Someone sees your Meta ad, ignores it, sees it again, searches for you a week later, clicks the Google ad at the top and books a consult. Last-click attribution credits the Google ad and nothing else. Last-touch is the same idea with a wider net: the last interaction of any kind, including an organic visit or an email click, takes the credit.

Gym owners get told this is unfair to the Meta ad, and it is. But the alternative models are unfair in ways that are harder to see, because they spread credit across touches by a formula nobody can check against a real member. Last-click is at least a fact: this person clicked this ad and then did this thing.

The real problem with last-click at most gyms is not the model but the thing it credits. Applied to a form fill, last-click rewards whichever ad is best at producing forms. Applied to a payment, it rewards the ad that was closest to a person deciding to join. Same rule, completely different answer. See multi-touch attribution for the other approach.

Where last-click misleads: brand searches. A member who saw your ads for a month and then searched your name will be credited to the brand search campaign, which makes brand terms look like your best performer. Read brand and non-brand separately, and watch what happens to brand volume when you pause a prospecting campaign.

How Adsu uses last-click attribution

Adsu is a last-touch model applied to verified payments. Adsu credits the last eligible touch inside the 30 days before the payment. Adsu counts verified stages only: if a stage cannot be verified, it is not counted. Every report is one line per campaign per location. Every visit before the credited one is still stored on the member’s journey, so the Meta ad that started things is visible even when the Google click gets the credit.

Renewals are carried as recurring value for that member, credited to the click that started the relationship. Booked, showed and paid go back to Google as offline conversions and to Meta through the Conversions API.

Questions, answered.

The same rule as last-click, applied to any kind of touch rather than only paid clicks: an organic visit, an email click or a direct visit can take the credit as well as an ad. Adsu is last-touch, which is why an email or a referral can be credited with a member, not only an ad.
Not when it credits the payment. The complaint about last-click is that it ignores the ads that introduced you, and that is true. But a model that spreads credit by formula gives you a number nobody can verify. For a gym, one ad credited with one verified member is a number you can act on, and the earlier touches are still on the member’s journey.
Because the last eligible touch is the one closest to the decision, and it can be checked: this visit, this enquiry, this payment. First-touch credits the ad that started a journey that may have taken a very different route to the front desk. Both are visible in the member’s timeline; only the last one gets the revenue.

Attribution model

An attribution model is the rule that decides which ad, click or call gets credit when someone joins after several touches. Four common models, and Adsu’s.

Multi-touch attribution

Multi-touch attribution splits the credit for a conversion across the ads and visits that came before it. Why Adsu does not weight touches.

Attribution window

An attribution window is the number of days after an ad click or call during which a conversion can still be credited to that ad. Adsu uses 30 days.

First-party data

First-party data is the information your business collects directly: CRM contacts, bookings, payments, website visits. Why gym ad tracking starts there.

The proof

Net members: +21
Lifetime value added: $67,000+

Bobby & Maria Gasdia, Big Day Fitness, 2 locations

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