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First- and Last-Touch Attribution
Review

You can now wield SQL to find where, when, and how users are visiting a website. Well done! Here’s a summary of what you learned:

  • UTM parameters are a way of tracking visits to a website. Developers, marketers, and analysts use them to capture information like the time, attribution source, and attribution medium for each user visit.
  • First-touch attribution only considers the first source for each customer. This is a good way of knowing how visitors initially discover a website.
  • Last-touch attribution only considers the last source for each customer. This is a good way of knowing how visitors are drawn back to a website, especially for making a final purchase.
  • Find first and last touches by grouping page_visits by user_id and finding the MIN and MAX of timestamp.
  • To find first- and last-touch attribution, join that table back with the original page_visits table on user_id and timestamp.

Instructions

Make sure you feel comfortable with the attribution query before moving on.

If you need to practice here or go back through the lesson, go ahead!

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