In the Last Touch Attribution Model, opportunities are attributed based on which criteria?

In the Last Touch Attribution Model, the criteria for attributing opportunities is based on the last interaction a prospect has with any of the campaigns before converting into an opportunity. Specifically, the model considers the last modified date of the campaign. This means that the most recent campaign activity, as updated in the system, is credited with influencing the prospect's decision to convert. By focusing on the most recent campaign interaction, this model aims to give insights into which campaigns are most directly linked to driving conversions.

In contrast, factors such as campaign identifier, created date of the prospect, or member status in the campaign do not directly relate to determining the last touchpoint that led to the conversion in this model. The campaign identifier is a way to recognize different campaigns but doesn’t influence attribution directly. The created date of the prospect indicates when the prospect was added to the system, which doesn't inform about the effectiveness of the campaigns leading up to the conversion. Similarly, member status might indicate involvement in a campaign but isn’t linked to the specific timing of interactions that the last touch model prioritizes for attribution purposes.