First-touch gives credit to discovery channel. Use to understand 'How do customers find us?' not for budgets.
By The Ad Spend
Attribution model giving 100% credit to the first marketing touchpoint that introduced a customer to your brand. Favors top-of-funnel channels.
Formula
100% credit to first interaction
Benchmark range
Best for understanding discovery. Overvalues awareness channels; undervalues conversion channels.
Why it matters
Use first-touch to answer 'How do customers discover us?' Don't use it alone for budget decisions. A display ad might get first-touch credit while Google Search closes the deal—both matter. Combine with last-touch for balance.
