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Attribution
First-Click Attribution
An attribution model that gives 100% of conversion credit to the first touchpoint in the customer journey. Overvalues awareness channels and ignores everything that happens between discovery and purchase. Rarely used as a primary model but useful as a comparison point against last-click to understand the full spectrum of channel contribution.
Why it matters
It is last-click's mirror image and wrong in the opposite direction, over-crediting discovery and starving the channels that close.
In practice
Useful only as a pair with last-click. If a channel looks strong on first and weak on last, it is a discovery channel and should be judged on assisted volume, not direct ROAS.
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