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 […]
TL;DR Ad attribution is the process of assigning credit for a sale or conversion to the specific ads, clicks, and marketing touchpoints that caused it. Without attribution, you’re spending money on ads and hoping they work. With attribution, you know which ads produced revenue and which ones burned budget. The six main attribution models (first-click, […]
Multi-touch attribution grows revenue more reliably than last-click for any funnel with more than one touchpoint per customer, which in 2026 is nearly every paid media funnel. Last-click gives 100% credit to the final ad before purchase; multi-touch distributes credit across every touchpoint. The choice determines budget allocation and whether your growth compounds or stalls. […]
