First-Touch Attribution: Capturing Initial Engagement

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DOING: The customer converts. This is a critical point in the journey, but it doesn’t mark the end; rather, it transitions into the feeling phase.
FEELING: A positive post-conversion experience can lead to customer retention and loyalty. Businesses often implement strategies such as loyalty programs, personalized communication, and ongoing support to nurture long-term relationships. Satisfied customers may become advocates, spreading positive word of mouth, and recommending the product or service to others. This can significantly impact the Thinking and Planning phases for new potential customers.




Evaluation of touch points involves collecting and analyzing data. Data-driven insights empower marketers to make informed decisions, prioritize improvements based on actual customer behavior, and allocate resources el salvador leads efficiently. However, using a single attribution model will only tell part of the story. Full customer journey analysis will require the use of multi-touch attribution.


There are many forms of multi-touch attribution used in marketing. For today’s purposes, we will look at the value of combining first-touch and last-touch attribution models to gain additional understanding of the value of each touch point across the customer journey.

First-touch attribution places emphasis on the very first interaction a user has with your brand. This initial touch point can occur on various channels, such as social media, organic search, or via referral links. Although it’s a long way removed from the final conversion, there are some key benefits to incorporating first-touch attribution into your digital marketing strategy:

Understanding awareness: First-touch attribution allows marketers to gauge the effectiveness of their top-of-funnel marketing efforts. By identifying the channels that attract users initially, brands can optimize their awareness-building strategies to better “feed the funnel”.
Budget allocation: Knowing which channels are responsible for the first interaction can help you allocate marketing budgets more efficiently. By investing in the channels that drive initial engagement, marketers can optimize their spending and improve ROI.