It seems the notion of the ‘last click’ in advertising isn’t yet dead but is likely on death’s door. The ‘last click’ is a reference to how marketers and marketing analysts have put more emphasis on the last impression before a purchase. This impression is frequently the most measurable advertising impact such as search or banner ads…click it then buy it. But logic insists that many other events have influenced the consumer along the way. Those other influences get deemphasized when marketers simply ‘count the things they can count’. The last click problem is fundamentally a gap between the things we can measure and actual consumer behavior.