In this time of aggressive social media marketing, it is important to analyze which click caused the ultimate sale from a customer. Either it was the first click to browse a new product or the last click before purchase. The first click vs last click attribution model helps explain the buying journey of a customer from different touchpoints.
With different attribution models available, it becomes crucial to decide which model to use in this era of dark social. Let’s examine these two models to determine which one is ideal for your brand in the current times of dark traffic.
What Is Attribution Modelling?
Attribution modelling is the process of evaluating the performance of your different market channels on the basis of customer responses and actual sales. How do customers interact with your promotional strategies? You gain insight by assigning credit to different parameters.
Importance Of Attribution Modelling
Brands and marketers can accurately determine through attribution modelling which marketing channels are effectively producing results. For example, a customer clicks on your brand’s Facebook page but converts later after receiving multiple ad emails. Here, attribution modeling helps you understand the role played by each touchpoint.
Assigning credit to different touchpoints in the customer journey further guides marketers for better campaign optimization and budget allocation.
First Click vs Last Click Attribution Model
Your business goals determine which type of attribution model will be selected. The first click vs last click attribution model comparison is a good start, among other types of models, such as time decay or position-based models.
The First click model gives full credit only to the initial touch point, like creating brand awareness. On the other hand, the last-click model shows the time when a user interacts for the last time, which helps to determine why people are converting. Which one will suit your brand goals best?
Understanding The First-Click Attribution
The First-click model aims at the top-of-the-funnel marketing efforts, such as brand awareness campaigns and content marketing. It is quite a straightforward model, best for marketers who wish to identify customer entry points.
Applications
- Perfect to raise brand awareness
- Suitable for businesses that want maximum impressions
Drawback
This model only focuses on the initial interaction, but ignores everything, including the steps that help produce the final conversion.
Understanding The Last-Click Attribution
The model last-click attribution gives credit to the last touch point that occurs before a conversion. It mostly measures the performance of the ‘Checkout’ stages.
Applications
- Ideal for brands with a short sales cycle
- Great for E-commerce websites
Drawback
This model focuses only on the conversion stage when a purchase occurs, ignoring the initial touchpoints leading up to that stage.
Bottom Line
Thus, attribution models help marketers determine how different touchpoints are helping to drive conversion to your site and where to allocate your budget most effectively. The first click vs last click attribution model comparison represents different touchpoints of a customer’s buying cycle. The best strategy is to use both First-click and Last-click models in combination with other models to gain comprehensive insights into what makes your brand successful.
