First-Click vs Last-Click Attribution
The First-Click vs Last-Click Attribution chart compares how marketing channels perform under different attribution models—revealing which channels drive awareness and which channels close conversions.
Quick start
1. Select a domain and optionally a path
2. Compare bar heights for each channel across both models
3. Higher first-click = acquisition channel (introduces customers)
4. Higher last-click = closing channel (completes conversions)
Understanding the chart
The chart displays grouped columns for each marketing channel. Each channel has two bars side by side: First-Click (blue) and Last-Click (pink). The height represents revenue attributed to that channel under each model.
Attribution models
| Model | What it credits |
| First-Click | The channel that introduced the customer. This is where the journey began—the awareness driver. |
| Last-Click | The channel that closed the conversion. This is the final touchpoint before purchase—the closer. |
Reading the bars
For each channel, compare the two bars. When bars are similar height, the channel performs consistently across the journey. When bars differ significantly, the channel has a specific role—either introducing customers or closing them.
What should I do next?
| If you see... | Then... |
| First-click much higher than last-click | Strong acquisition channel. Drives awareness but needs support to close. Pair with retargeting or email nurture. |
| Last-click much higher than first-click | Strong closing channel. Converts customers introduced elsewhere. Ensure upstream channels keep feeding it. |
| Both bars roughly equal | Balanced channel. Works throughout the journey. Good for general investment. |
| Organic Search high on first-click | SEO drives discovery. Invest in content and rankings—this brings new customers in. |
| Email high on last-click | Email closes conversions. Focus on nurture sequences and abandoned cart campaigns. |
| Paid Search high on both | Paid search works across the funnel. Consider segmenting brand vs non-brand terms. |
| Direct high on last-click only | Customers return directly to convert. Good sign of brand recall, but check UTM tagging. |
Using the tooltip
Hover over any bar to see detailed metrics including revenue attributed, number of converting sessions, and average value per conversion. When both models are visible, the tooltip indicates whether the channel is a 'Strong acquisition channel' or 'Strong closing channel' based on the difference.
Exporting the chart
Click the menu icon (☰) in the top-right corner to export the chart as PNG, JPEG, PDF, or SVG. The export captures the current view with all data visible.
Troubleshooting
Chart is not visible
The Attribution Comparison chart requires cookie-based tracking. If the domain uses cookieless tracking, the section is hidden. This is because attribution requires visitor journey data to determine first and last touchpoints.
'No attribution data available'
No conversions with attribution data occurred in the selected date range. Try expanding the date range or checking that conversion tracking is properly configured.
Some channels missing
Channels only appear if they have attributed revenue. If a channel appears in one model but not the other, it means that channel had no conversions under that attribution model during the selected period.
FAQ
Why don't first-click and last-click revenue totals match?
They should be very close but may differ slightly due to data completeness. Both models attribute the same conversions, just to different channels. Small differences can occur when some conversions have incomplete journey data.
What is 'converting sessions'?
Converting sessions is the count of unique sessions that resulted in at least one path completion. This is different from conversion events—if one session has multiple conversions, it counts as one converting session.
How is average value calculated?
Average value is revenue divided by converting sessions for that channel under that attribution model. It shows the typical value of conversions attributed to that channel.
Which attribution model should I use?
Neither model is 'correct'—they reveal different aspects of channel performance. Use first-click to evaluate acquisition effectiveness. Use last-click to evaluate closing effectiveness. Compare both to understand each channel's role in the customer journey.