First-Click vs Last-Click Attribution

First-click and last-click attribution use the same journey but answer opposite questions: who introduced the customer, and who was closest to the conversion?

On this pageFirst-click strengths Last-click strengths Where both mislead Use them together

First-click strengths

First-click highlights channels that create initial discovery. It can be useful when you want to understand how new prospects enter the funnel.

Last-click strengths

Last-click emphasizes the touchpoint nearest the conversion. It is simple, deterministic and often easier to reconcile with transaction timing.

Where both mislead

Both ignore the influence of every interaction that does not receive the single winning credit. In a long consideration cycle, that simplification can distort channel value.

Use them together

Comparing first- and last-click reports can reveal channels that tend to introduce demand versus channels that close it. The disagreement itself can be useful evidence about the customer journey.

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