Glossary
Attribution Model (First Touch vs Last Touch)
An attribution model is the rule for deciding which ad or channel gets credit for a sale when a customer interacted with several before buying.
Example
Someone clicks a Facebook ad, later searches Google and books. First-touch credits Facebook; last-touch credits Google.
How to read it
No model is perfect. What matters is using the same one consistently and checking it against real revenue.
Why it matters
The model you choose changes which campaigns look like winners. First touch shows what finds new customers; last touch shows what closes them.
Common mistakes
- Using one model without knowing which it is.
- Cutting the ads that start the journey because last-touch gives them no credit.
- Adding up platform-reported conversions, which double counts the same sale.
How to improve Attribution model
- Decide which model you report on and stick to it.
- Look at first touch to see what finds new customers.
- Look at last touch to see what closes them.
- Use one source of truth instead of adding up each platform's claims.
Related: CTRL Track
Related terms
Marketing AttributionMarketing attribution is working out which ads and channels led to each lead and sale, so you know what's actually working.UTM ParametersUTM parameters are tags added to the end of a link that tell your analytics where a visitor came from, such as the platform, campaign and ad.ROAS (Return on Ad Spend)ROAS, or return on ad spend, is the revenue your ads bring in for every dollar you spend on them.