Last Touch (Page View)

This view gives 100% of the credit to the last URL a buyer visited before submitting a form, booking a demo, or completing a purchase. Unlike First Touch, which tells you where buyers discover you, Last Touch tells you where they finally decide. These are the pages that seal the deal.

How Last Touch Is Determined

Every conversion event in Google Analytics carries a user ID user_pseudo_id. AttributeIQ scans all page views tied to that ID before the conversion timestamp, orders them chronologically, and assigns the conversion to the page that appears last in the sequence. That page receives full credit for the conversion.

KPI Strip

Four headline numbers sit above the chart and table. They update immediately when you change date range, apply a filter, or activate comparison mode.

When comparison mode is active, the Total Conversions card shows both current and previous period values with a change badge (↑ green for growth, ↓ red for decline). The Avg Journey Depth card compares exploration behavior across periods. The Top Closing Page card shows the current top page and its conversion count, if it differs from the previous period’s top page, something changed in your conversion funnel.

Conversions Over Time Chart

The line chart plots daily conversion volume across the selected date range. Each point represents the number of conversions whose last touch occurred on that day. Click any data point to instantly filter the table below to only the pages that closed conversions on that specific date, the point enlarges to confirm the selection, and a date pill appears in the toolbar. Clear it with the ✕ to return to the full period view.

When a comparison period is active (via the More menu), a second dashed line appears on the same chart, a solid line for the current period, a dashed line for the previous. The tooltip shows both values side by side when you hover.

Use the Add Annotation button to mark campaign launches, pricing changes, or any other event directly on the chart. Hover over any annotation to see the note.

Page Role Filters

Three tabs beneath the chart let you segment the table by the role each closing page plays across the full funnel. The count updates live as you switch tabs.

• All Pages: Every page that closed at least one conversion in the period
• Also a Starter: Pages that appear in both first and last-touch, full-funnel workhorses that acquire and convert
• Closer Only: Pages that appear exclusively in last-touch, they never start journeys but they seal deals (pricing, demo, contact pages typically live here)

Page Table

The table lists every page that closed at least one conversion in the selected period, sorted by Conversions descending by default. Each column is sortable. The table respects all active filters: date range, URL filter, role tab, and date-point selections all update it simultaneously.

Avg Depth is color-coded: teal for 2+ pages (the buyer researched extensively before deciding), amber for 1.5–2.5 pages (quick consideration), red for under 1.5 pages (instant conversion, high intent or impulse).

Avg Days From First Touch measures how long elapsed between a buyer’s very first page view and the conversion on this page. Same day means buyers who start on this page also convert on this page, or return within hours. Multi-day values indicate a considered purchase cycle.

Expanded Journey View: Buyer Timelines

Click the chevron on any row to expand it and see every individual buyer who converted via that page.

Each buyer gets a horizontal timeline showing the exact sequence of pages they visited in chronological order, ending with the conversion event. The final page, the one whose row you expanded, is always highlighted in teal, confirming it genuinely closed this buyer’s journey.

Date Range and Comparison Mode

The toolbar offers quick-select ranges: 2 days, 7 days, 28 days. The More menu adds 3, 6, and 12 month presets, custom date ranges, and comparison mode.

When comparison mode is on, the table gains columns for previous period conversions, a change badge (↑ green, ↓ red), and change in avg depth. A page that’s closing more deals than last period might reflect a campaign pushing buyers to it. A page that’s closing fewer might have slipped in ranking, been deprioritised in navigation, or lost relevance to the current buyer mix.

Filtering by Page URL

The Add Filter button narrows the table and chart to pages matching a URL pattern.

Choose “URLs containing” for partial matching (e.g., /pricing to focus on all pricing variants) or “Exact URL” for a precise match. The filter applies simultaneously to the KPI strip, chart, and table. A teal pill in the toolbar shows the active filter with a ✕ to clear it.

Excluded Pages

The system automatically excludes a set of pages from ever appearing as last-touch pages. These are pages that would contaminate the data. The built-in exclusion list covers:

In addition to the built-in exclusions, you can add your own exclusion patterns in Settings → Excluded URL Patterns.

Any URL containing your custom patterns will be excluded from all attribution queries, not just last-touch. This is useful for filtering out internal staging URLs, locale prefixes, or any other pages that shouldn’t appear in your attribution data.

Export

The Export button generates a multi-sheet Excel file scoped to your active date range, comparison period, and any active page filter. In Pages view, the export includes:

• Page Performance Summary: Every closing page with its conversion count, avg depth, and avg days to convert. If a comparison is active, the previous period figures are included.
• Detailed Buyer Journeys: All individual buyer journeys showing conversion date, conversion event, time to convert, and the full page sequence from first touch to close.