First Click vs Last Click Attribution
First click gives all credit to the earliest qualifying touchpoint. Last click gives all credit to the final qualifying touchpoint before conversion.
| Model | Best for asking | Main blind spot |
|---|---|---|
| First click | What introduced the customer? | Ignores later persuasion and closing touches. |
| Last click | What happened immediately before conversion? | Can over-credit bottom-funnel channels. |
Which should you use?
Use them as lenses, not competing versions of truth. Comparing both can reveal how much your conclusion depends on where you place credit.
Where software fits
Attribution software helps collect the underlying events, connect touchpoints and apply these models consistently across channels. If native platform reports are materially affecting budget decisions and routinely conflict with backend revenue, a dedicated measurement layer may be worth evaluating.
Sources & verification
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