Attribution models without the jargon
See how first touch, last non-direct and acquisition protection credit the same customer journey differently.
Start with one journey
- 11 June: Meta prospecting ad
The person first discovers the company through a paid social campaign.
- 28 June: Google search ad
The person returns after searching for the company and clicks a paid search result.
- 310 June: direct visit
The person types the website address and submits a form.
- 418 June: qualified lead
Sales accepts the lead in the CRM. This is the outcome being attributed.
All three models use the same recorded journey. The model changes the credit rule, not the underlying visits or CRM outcome.
The three models
| Model | Credit in this example | Best question | Important limit |
|---|---|---|---|
| First touch | Meta | Which source first brought this person into the known journey? | It ignores later source-bearing visits that may have helped conversion. |
| Last non-direct | Which known source was the final one before the outcome? | It often favors channels that capture existing demand near the end. | |
| Acquisition protection | Depends on the protection period | Should the first paid acquisition source keep credit for a defined period? | The selected protection period can materially change who receives credit. |
First touch
First touch credits the earliest source-bearing touchpoint inside the lookback. In the example, Meta receives credit because it is the first eligible source before the qualified lead. This view is useful when you want to study how known journeys begin.
Last non-direct
Last non-direct credits the latest source-bearing touchpoint before the outcome. The direct visit does not replace a known marketing source, so Google receives credit in the example. This is a practical starting view for many lead-generation teams because it preserves the latest known acquisition source instead of letting a bookmark or typed URL take over.
It can still overemphasize demand-capture channels. A branded search shortly before conversion may receive credit even when an earlier campaign introduced the company.
Acquisition protection
Acquisition protection finds the first eligible paid touchpoint and keeps credit there when the outcome happens inside the configured protection period. Once that period has passed, the latest eligible non-direct touchpoint receives credit. With a 30-day protection period, Meta keeps credit in the example because the qualified lead happens 17 days after acquisition.
This model is useful when prospecting and later re-engagement have different jobs. The protection period should reflect a real business assumption and remain documented; it is not a universal truth about how long advertising influence lasts.
The lookback window comes first
The lookback window decides which earlier touchpoints are eligible for any model. If the window is 14 days, the Meta touchpoint in the example is outside the window by the time the qualified lead happens. A shorter window can reduce older evidence; a longer one can keep sources that are no longer useful for the decision at hand.
- Use your sales cycle
Start with the typical time from first enquiry to the outcome you are measuring.
- Keep comparisons named
Record the model and window whenever you share or reconcile a report.
- Inspect edge cases
Open journeys near the beginning and end of the window before changing the setting.
- Do not tune for a preferred answer
A model should serve a stable question, not make a favored channel look better.