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First-Touch Attribution Definition
First-touch attribution is a measurement model that assigns full credit for a conversion to the first marketing channel or touchpoint a user interacted with. It helps evaluate which campaigns or channels initiate the customer journey.
How First-Touch Attribution Works
- User interacts with a marketing channel for the first time (e.g., ad click).
- Subsequent interactions are tracked, but credit goes to the initial touchpoint.
- Businesses analyze which channels drive awareness and early-stage engagement.
- Used for top-of-funnel campaign evaluation.
Example of First-Touch Attribution
A user clicks a display ad, browses multiple times, and converts via an email offer—first-touch attribution credits the display ad for the sale.
Why First-Touch Attribution Matters in Advertising
- Highlights which channels are best for acquiring new prospects
- Guides awareness campaign optimization
- Complements multi-touch attribution for broader insight
- Useful for brands focused on growing new audience reach
