First-Click vs Last-Click Attribution: Which Model to Use
TL;DR First-click attribution credits the channel that brought a customer to your brand for the first time; last-click attribution credits the final channel before the sale. First-click gives you discovery signal for top-of-funnel campaigns; last-click gives you closing-power signal for retargeting and direct-response campaigns. Neither model accounts for the touchpoints in between, so any business […]
