6 min read
First-Click Attribution: When the First Touch Wins
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FIRST-CLICK ATTRIBUTION: WHEN THE FIRST TOUCH IS THE ONE THAT MATTERS
Most attribution debates obsess over the last click — who closed the sale. But for any brand that lives or dies on acquiring new customers from cold traffic, there's a more important question the last click can't answer - what actually made this person aware of you in the first place? That's what first-click attribution is for. Here's when it's the right lens, when it isn't and why it's the natural counterpart to last-click in a complete measurement picture.