A slight variation of this model is the Last Non-Direct Click model, which gives 100% of the credit for a conversion to the last channel that drove that user to the website, ignoring Direct Traffic if that was the last channel. With this model, it doesn’t matter whether someone visited your website a hundred times across a dozen platforms. Whichever channel brought them to your site the time they converted gets all of the credit for the conversion. As you can probably imagine, this model is really only useful if people almost always click and then either immediately convert or don’t convert at all. For example, if you have a very young business and all of your traffic comes from paid search
Paid social advertising, this model whatsapp database might be fairly accurate. But even then, if you throw retargeting into the mix, things quickly become more complicated and this model loses a lot of value. Did they convert because of the Facebook ad they first clicked on or because of the Google remarketing ad that finally produced the conversion? With this model, the only platform that will get the credit is Google Ads. FIRST CLICK On the opposite end of the spectrum, we have First Click.
“First Touch”—attribution. With this model, 100% of the credit for a conversion is given to the first channel that drove that user to the website before a conversion. This model is also fairly limited, but it does have its uses. For example, if you’re in the situation we discussed above where your business gets most of its traffic from paid search and paid social, people are only finding you through those channels. If they happen to convert because of a retargeting ad, that’s nice, but they only saw your retargeting ad because they clicked on some other paid ad in the first place.