Why, when and how to use a first-touch attribution model

This blog post details the process of building a first-touch marketing attribution model at Hex using SQL. The author explains why they chose this method and how it aligns with their top-of-funnel focus. They also provide an overview of different types of attribution models, such as single touch and multi-touch attribution, and the various ways to attribute credit in these models. The article outlines three key steps for building a first-touch attribution model: categorizing traffic into channels, matching users to their traffic (user stitching), and creating the final model. The author also discusses how to use this model to quantify the most impactful sources of customers and provides examples of metrics that can be measured using the model, such as signups over time by first-touch channel and conversion rates. In conclusion, building a first-touch attribution model may not be an analyst's magnum opus, but it serves as a valuable tool for understanding customer acquisition channels and making data-driven decisions in marketing efforts.