Analytics
First-Touch Attribution
First-touch attribution assigns 100% of the conversion credit to the very first marketing touchpoint that introduced a customer to the brand. It highlights the channels that drive initial awareness but ignores the influence of subsequent nurturing and closing interactions.
Examples
Under first-touch attribution, a customer who first clicked a Facebook ad then later converted through an email campaign gives all credit to the Facebook ad.
Best Practices
Use first-touch attribution to evaluate awareness channel effectiveness, compare it against last-touch and multi-touch models for a complete picture, and pair with multi-touch for budget decisions.