First Touch

First Touch attribution gives full credit to the initial interaction in a prospect’s journey before conversion, assigning 100% of the conversion credit to the first marketing channel a customer interacts with.

For example, if a customer initially discovers your business through Meta Ad, Meta Ads receives all credit for subsequent sales. Subsequent interactions, such as clicking on a Google Ad a week later and eventually visiting your website, do not affect this attribution. In the First Touch Attribution Model, Facebook Ads retains 100% of the conversion credit.

If your objective is to attract new top-of-the-funnel customers, the First Touch Attribution Model provides an effective means to assess the performance of each channel. It also serves as a valuable metric for determining which channels are most effective for brand awareness.

To accommodate extended sales cycles, you can select a lookback attribution window of your preference, typically ranging from 30 to 90 days. This attribution window ensures that when a prospect converts, credit is assigned solely to the first touch within the preceding 90 days, thereby considering relevance and recency.