From the course: Marketing Attribution and Mix Modeling

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First-click models: From awareness to acquisition

First-click models: From awareness to acquisition

From the course: Marketing Attribution and Mix Modeling

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First-click models: From awareness to acquisition

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- [Narrator] First-click attribution can help give credit to the top of funnel channels that would otherwise be undervalued with a last-click model. A first-click model has the advantage of being as simple to understand and track as the last-click model, but it's also less likely to be gamed than last-click is. Take this example. If the user goes from reading a blog post to signing up to an email and then they get an email and click through, after a few days they get retargeted with an ad. The ad would get 100% of the credit for that last click, even though it probably didn't drive the actual purchase. The user was ready to purchase after clicking through to the email and potentially got distracted, saw the ad, and that's what reminded them. So maybe it deserves some credit but definitely not 100% of the credit and it's really the blog post that was driving that intent in the first place, that's where all the traffic…

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