First-touch vs last-touch
When to use first-touch versus last-touch attribution.
Last updated June 3, 2026
First-touch answers what creates customers. Last-touch answers what closes them. Use both before deciding whether a channel is top-of-funnel or conversion-driving.
Revenue stays in the period when the payment occurred. Source, campaign, page, screen, country, device, operating system, and app version come from the recorded customer touch selected by the model. A delayed payment can use an earlier visit without counting provider delivery as a visit.
Options / Configuration
| Model | Used for |
|---|---|
| First-touch | Evaluating awareness, SEO, referrals, and initial campaign discovery |
| Last-touch | Evaluating retargeting, checkout nudges, email, and purchase intent |
| Compare both | Finding sources that introduce customers but do not close alone |
What happens next
Compare the same date range in both models and look for channels that move sharply up or down.
Troubleshooting
Revenue shows as Direct
Confirm the visitor had a captured source before purchase and that the payment event includes the visitor or session identity.
A source looks over-credited
Switch attribution models and compare first-touch, last-touch, and linear credit before changing spend.
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