Why your first-click and last-click numbers differ so much
Switch your attribution model and your best channel can change overnight. That is not a bug: first-click and last-click answer different questions, and using the wrong one quietly rewards the wrong campaigns.
They credit different moments
First-click gives all the credit to the channel that first introduced the customer, flattering awareness channels like social and display. Last-click gives it all to the final touch before converting, flattering brand search and retargeting. Same sale, opposite story.
Which to use
- Use first-click to see what fills the top of your funnel.
- Use last-click to see what closes.
- GA4's data-driven model spreads credit across the journey and is usually the fairest default. See GA4 attribution explained.
The danger is judging a channel by one model and cutting budget that was actually doing a different job. If your platforms disagree too, attribution is usually the reason.
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