Tracking
First-click attribution
Attribution model that credits the first ad in the conversion path.
First-click attribution credits 100% of conversion value to the first ad/channel that touched the user. Useful for valuing top-of-funnel activities (awareness ads, content-marketing) but undervalues retargeting and direct-response ads. Mostly used as a complement to last-click, not as the primary attribution model. Modern multi-channel ops use both alongside MTA models for triangulation.
Example
Brand looking at first-click data finds that YouTube pre-roll generates 22% of first-clicks but only 4% of last-clicks — re-allocates 8% more YouTube budget knowing the channel under-attributes on last-click.