First click attribution: definition and use cases

In the first click attribution model, if a user discovers a brand via a blog article (SEO), then interacts via email and finally converts via a Google ad, 100% of the credit is attributed to SEO — the email and SEA channels receive 0.

This model rests on the assumption that the channel that initiated the relationship deserves full credit for the conversion, since without that first interaction, subsequent conversions would never have happened.

First click attribution is the opposite philosophy of last click:

• Last click → favours bottom-of-funnel channels (SEA, retargeting, promotional email)
• First click → values top-of-funnel channels (SEO, organic social, awareness display, podcasts)

It is particularly useful for evaluating the effectiveness of investments in content and awareness. However, it suffers from the same limitations as last click: it ignores the contribution of all intermediate channels. Multi-touch attribution addresses this limitation.

First click attribution is valuable for marketing teams that want to measure and defend their cold-traffic acquisition investments: SEO, content marketing, organic social, awareness display.

In a context where these channels are often underfunded because they appear 'not to convert' in a last-click report, first click attribution restores a fairer valuation of their contribution.

It is also the indicator of choice for analysing the effectiveness of awareness campaigns and influencer partnerships.

1. 1Do not use it as a sole model — combine it with last click and a multi-touch model.
2. 2Identify channels that perform well in first click but poorly in last click: they play an important initiation role.
3. 3Use first click to justify your SEO and content investments: if 40% of your customers discovered your brand via a blog post, that's a strong argument.
4. 4Cross first-click data with LTV to verify whether customers acquired via certain channels are more loyal.