How it works
The earliest recorded touchpoint gets all conversion credit, highlighting acquisition while ignoring later interactions. Marketing attribution links traffic sources to telephone enquiries. Results depend on reliable identifiers, attribution windows and accurate conversion recording.
Business example
A customer first finds a search ad, later returns directly and calls; the model credits the initial touchpoint.
What to consider
Distinguish attribution from proven causation. Account for consent, incomplete customer journeys and calls without a known marketing source.