Learn
First- and Last-Touch Attribution
First versus Last

If you want to increase sales at CoolTShirts.com, would you count on buzzfeed or increase facebook ads? The real question is: should June’s purchase be attributed to buzzfeed or to facebook?

There are two ways of analyzing this:

  • First-touch attribution only considers the first utm_source for each customer, which would be buzzfeed in this case. This is a good way of knowing how visitors initially discover a website.
  • Last-touch attribution only considers the last utm_source for each customer, which would be facebook in this case. This is a good way of knowing how visitors are drawn back to a website, especially for making a final purchase.

The results can be crucial to improving a company’s marketing and online presence. Most companies analyze both first- and last-touch attribution and display the results separately.

Instructions

1.

June’s sister also visited CoolTShirts.com!

Select all columns from the page_visits table, using a WHERE clause with user_id = 10329.

What are her first- and last-touch attributions?

Folder Icon

Sign up to start coding

Already have an account?