First Click vs. Last Click Attribution: A Comprehensive Guide

 If you’ve been pondering the merits of First Click vs. Last Click Attribution Models, you’ve come to the right place. This blog is your comprehensive guide to understanding these models and determining when to apply them.

We’ll begin by defining First Click and Last Click Attribution and then explore their respective advantages and disadvantages. By the end of this read, you’ll have a solid grasp of how each model functions and the scenarios in which they prove most effective. So, find a comfortable spot, and let’s dive into this exploration of attribution models to enhance your business strategies! 

What is the First Click Attribution Model?

The First Click Attribution Model is like saying the first touch is the most important. It believes that when someone first hears about your brand or clicks on your stuff, that’s the key moment that gets them interested. So, when they eventually do something you want them to do, like buying or signing up, it gives all the credit to that initial interaction or we can say “First impressions matter the most.”

For example, imagine you run an online clothing store, and you’re trying to figure out where your customers are coming from and which marketing channels are most effective. Here’s what happens:

• First Interaction: A potential customer is scrolling through a Facebook feed and clicks on your store’ Facebook ad. 
• Second Interaction: She explores your website for a bit, but she’s not quite ready to make a purchase so she decides to leave without buying anything.
• Third Interaction: Later, she gets an email with a discount, clicks it, and purchases a $50 dress.