Nexus DataFirst Touch vs Last Touch Attribution (demo)
Comparing two attribution models on the same set of conversions — same warehouse, same conversion events, just different rules for which touchpoint gets credit. The marketing channels that win and lose under each model say a lot about how your funnel actually works.
Channel transitions for the 41.6% of conversions where first and last touch differ
Top insight: The most common journey shift is from Google CPC / Organic to Salesforce Email. Paid and organic search drive awareness; email nurturing closes the sale. A last-touch model gives 100% of the credit to the email, but the first-touch view is what shows you which top-of-funnel channels actually fill the pipeline.
Key insight: 3,982 conversions (53.7%) convert on the same day as their first touchpoint, which explains the 58.4% match rate between attribution models. Only 1,942 conversions (26.2%) take longer than a week to convert — that's where the choice between first and last touch actually matters.
Percentage of conversions with first and last touch attribution by month
Top channels by attributed conversions under each model
Positive differences mean first-touch credits the channel more (introducer); negative means last-touch credits it more (closer).
| Source | Medium | First Touch | Last Touch | Difference |
|---|---|---|---|---|
| Total | 11,894 | 12,211 | -317 | |
| cpc | 4,120 | 2,188 | +1,932 | |
| organic | 2,804 | 1,972 | +832 | |
| salesforce | 188 | 3,240 | -3,052 | |
| (direct) | (none) | 1,410 | 920 | +490 |
| paid_social | 1,188 | 712 | +476 | |
| klaviyo | 122 | 1,488 | -1,366 | |
| paid_social | 644 | 412 | +232 | |
| bing | cpc | 412 | 281 | +131 |
| partner-network | referral | 220 | 318 | -98 |
| paid_social | 312 | 198 | +114 | |
| tiktok | paid_social | 200 | 286 | -86 |
| youtube | video | 274 | 196 | +78 |