ROI and Attribution Modeling – First‑Click, Last‑Click, and Multi‑Touch Attribution Models

First-Click Attribution

Gives 100% credit for a conversion to the very first touchpoint that brought the user to the site.

Last-Click Attribution

Gives 100% credit to the final touchpoint before conversion — simple but ignores earlier influence.

Multi-Touch Attribution

Distributes credit across multiple touchpoints in the customer journey for a more accurate picture of what drives conversions.