I recently got interested in the topic of marketing analytics and came across a great article on Simulmedia, which compares first touch vs last touch attribution models in detail. As a client, I can say that this really helped me understand which model is better to use depending on the goals of the campaign. First Touch is great when it is important to understand what attracted the customer's attention at the very beginning. On the other hand, Last Touch shows which interaction was decisive before the purchase. I especially liked that the article does not just list the pros and cons, but helps to see the big picture - how you can combine approaches for a more accurate assessment of effectiveness. Thanks to Simulmedia, I began to understand the behavior of my audience more deeply and look at the conversion chain differently.
top of page
bottom of page