Why measuring marketing performances on first or last click is not working?

Let’s start with some definitions explaining what are first and last click attribution models.

First click attribution gives all credit to the first marketing touchpoint.
Last click attribution gives all credit to the last marketing touchpoint.

What are the downside of first/last click attribution models. Let’s start with a really straight forward quote from Neil Hoyne, Chief Strategist at Google.

“First-click attribution isn't worth it. I get it - it makes for a nice story that "this click brought someone to us," "awareness!," etc. But it's nonsense. That first click you're measuring? It's probably not the first time a customer found you. But for most brands, there were touch points before that "first click" was recorded.

The truth is that first click serving as an intro to your brand is a myth. It's just an arbitrary point in the middle of the journey.”

The initial click may place excessive importance on early interactions that do not necessarily result in immediate conversions. Conversely, the final click might underestimate the significance of channels that contribute to building long-term relationships. A multi-touch attribution model is frequently the most precise method for assessing marketing influence throughout the entire customer journey.

By looking at the example below you'll notice that most of the paid activities, the one you should build your ROI calculation on, are not monitored at all.

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We met a customer who stopped a marketing campaign on a totally new channel since they were not seeing any new leads either on first or last touch level.

Suddenly they saw a drop in the number of leads on their website.
This is why multi attribution is so important.  

Here is how Heeet can help to get a clear understanding of channels, campaigns and media influence on your revenue.

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See our next article "Are we measuring “dark social marketing” impact on acquisition and revenue?" or book a demo to solve first/last click attribution