Jan 6, 2026
First-Touch Attribution
FTA
Attribution model giving 100% credit to the first marketing touchpoint that introduced a customer to your brand. Favors top-of-funnel channels.
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Formula:
100% credit to first interaction
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Benchmarks
Best for understanding discovery. Overvalues awareness channels; undervalues conversion channels.
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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.
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