Back to Knowledge

First/Last touch, Position-based Attribution Model

Method
Attribution

Definition

Methods for assigning credit to the marketing touchpoints that lead to a conversion

Related Knowledge

Attribution Models

Overview

These attribution models are easy to set up but often inaccurate because they oversimplify human behavior.

First Touch Attribution

All credit goes to the first interaction a customer had with your brand.

  • Best for: Understanding which channels drive awareness and top-of-funnel discovery.
  • Limitation: Ignores everything that happened after initial contact, which may undervalue nurturing efforts.

    • Last Touch Attribution

    All credit goes to the final interaction before conversion.

  • Best for: Understanding which channels close the deal.
  • Limitation: Ignores all the touchpoints that built awareness and consideration. Tends to overvalue bottom-of-funnel channels.

    • Position-Based Attribution (U-Shaped)

    Credit is split with emphasis on the first and last touchpoints, with remaining credit distributed among middle interactions.

    A common split is 40% / 20% / 40%:

  • 40% to first touch
  • 40% to last touch
  • 20% shared among all middle touchpoints
  • Best for: Acknowledging both discovery and conversion while still giving some credit to nurturing.
  • Limitation: The percentage split is arbitrary. For example, why 40/20/40 and not 30/40/30?