Attribution types

• First click - if you want to attribute the conversion to the first click in the customer journey
• Last click - if you want to attribute the conversion to the last click in the customer journey
• Full impact -gives attribution to every single click along the journey.
• Same day (Day-0) - counts only conversions that occur on the same calendar day as the first visit. Credit is restricted to Day-0 touch points. Very useful for determining campaigns and ads that can scale.

Explained through an example:

Let's say we have AD1 and AD2.

• First click - If a visitor visits AD1, and at a later date AD2, and finally purchases after visiting AD2 - with the First click Attribution, the conversion will be attributed to AD1 - as AD1 is the AD the visitor first saw in the customer journey
• Last click - If a visitor visits AD1, and at a later date AD2, and finally purchases after visiting AD2 - with the Last click Attribution, the conversion will be attributed to AD2 - as AD2 is the AD the visitor first saw in the customer journey
• Full impact - If a visitor visits AD1, and at a later date AD2, and finally purchases after visiting AD2 - with Full Impact Attribution, the conversion will be attributed to both AD1 and AD2 - as the visitor saw both ads in the customer journey

Full Attribution goes beyond just the first click and last click, it is every click regardless of where it is in the funnel.

So the way most media buyers optimize is to switch between first-click and last-click attribution so that you don't shut off contributing ads that are working.

Then run full-click so again you don't pause ads that may be in the middle of the journey and contributing to conversions.

Note: The only time Full Impact should be set as default is with tests.