First-click attribution is an attribution model that gives credit for a conversion to the channel where the customer first touched the brand. It is the exact opposite of last click and brings discovery channels forward. It is used to see where new customers come from; it understates the retargeting and brand search that close the sale.
First click is the model people reach for to defend upper-funnel investment. Its risk is ignoring touches outside the measurement window: a brand discovered on TikTok ninety days ago appears nowhere in today's sale. Reading the two models side by side gives the fastest diagnosis in practice. If a channel is strong on first click and weak on last click, it is doing discovery work, and shutting it down on its cost per acquisition alone is a mistake. In the reverse case, the channel is only harvesting existing demand.
First click is the model people reach for to defend upper-funnel investment. Its risk is ignoring touches outside the measurement window: a brand discovered on TikTok ninety days ago appears nowhere in today's sale. Reading the two models side by side gives the fastest diagnosis in practice. If a channel is strong on first click and weak on last click, it is doing discovery work, and shutting it down on its cost per acquisition alone is a mistake. In the reverse case, the channel is only harvesting existing demand.
First click is the model people reach for to defend upper-funnel investment. Its risk is ignoring touches outside the measurement window: a brand discovered on TikTok ninety days ago appears nowhere in today's sale. Reading the two models side by side gives the fastest diagnosis in practice. If a channel is strong on f…
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