FirstClick

First-click attribution, also known as first-click or first-touch attribution, is a marketing attribution model that assigns all credit for a conversion to the initial marketing interaction that a consumer had with a brand before converting. In this model, the first channel or touchpoint in the customer journey is credited with the conversion, regardless of any subsequent interactions the same user may have had with other channels.

This simple description can hide complexities: a user may interact with multiple touchpoints across days or weeks, across devices and channels, before purchasing. Under first-click attribution, only the first recorded click is credited, while other interactions receive no credit. This contrasts with last-click attribution, where credit goes to the final interaction prior to conversion, and with multi-touch models such as linear or time-decay, which distribute credit across touchpoints.

Uses and applications: The model is commonly used in web analytics and advertising platforms to simplify ROI analysis, particularly for campaigns emphasizing brand awareness or initial engagement. It provides a clear signal about which channel tends to initiate interactions.

Advantages include simplicity and emphasis on first engagement, while disadvantages include ignoring the influence of later touchpoints, potential misrepresentation of channel effectiveness, and bias toward upper-funnel channels. Additionally, practical issues such as cross-device tracking, cookie expiration, and privacy restrictions can distort attribution results.

Limitations mean first-click is not universally suitable for measuring true incremental value in multi-channel journeys. Analysts often compare multiple models to understand sensitivity of results and to inform budget decisions.