RevOps & CRM

First-Touch vs Last-Touch Attribution

Also: Single-Touch Attribution

The two simplest attribution models: first-touch credits the interaction that started the journey, last-touch credits the one right before conversion.

Why it matters

These are the default models in most tools, and each tells a one-sided story, so knowing their biases keeps you from over-investing in the wrong end of the funnel.

What good looks like

Used wisely, first-touch and last-touch are read together for what each reveals (discovery versus closing) rather than relied on alone, with awareness of what each ignores.

Related terms

AttributionMulti-Touch AttributionAttribution WindowMarketing Funnel
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