What Is First Touch Attribution?

Written by Caitlin Davidson

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First Touch Attribution Defined

First Touch attribution is the assigning of conversion credit to the first marketing touchpoint. Specifically, it is the assigning of 100% of the conversion credit to the first action a consumer took on their customer journey, such as clicking on an ad or using a specific channel.  First touch attribution is apart of the single touch attribution models.

First touch attribution puts emphasis on discovery, specifically emphasising top-of-funnel efforts within a marketing strategy. This is the opposite to last touch attribution, which emphasizes conversion and puts pressure on discovery.

The downside of first touch attribution is that it neglects to look at the wider, more holistic customer journey and all the touchpoints a consumer may have engaged with.

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