In plain English
Whatever introduced the person gets the credit, regardless of what happened afterwards. It favours discovery channels: content, social, awareness advertising.
It overstates them in return. The channel that started the journey is not necessarily the reason the purchase happened, and first-touch cannot tell the difference.
What to know
Credit to the first interaction
All of it.
Favours discovery
Content, social, awareness media.
Ignores the close
Whatever converted gets nothing.
Limited to known touches
The real first touch is often invisible.
Why it matters
First-touch is the correct lens for asking which channels bring new people in. It is the wrong lens for asking what makes them buy.
Common mistakes
×Using it as the only model.
×Defunding conversion channels because they show no first-touch credit.
×Assuming the recorded first touch was the real one.
×Comparing it to last-touch figures as if both were absolute.
FAQs
When should I use first-touch?
When asking which channels create awareness and bring new visitors.
What does it overvalue?
Discovery channels, because it ignores everything after the introduction.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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