Marketing attribution sequence

Sequence in marketing attribution relates to the order of clicks in the customer experience.

Sequence is important for the following key reasons:

If a marketing campaign is the starting point in the customer purchase cycle, you need to know how many times this link is the first click.
If a marketing campaign was an influence in a sale, you need to know how many times that link was clicked, regardless of sequence.
If a marketing campaign was a trigger for a sale, you need to measure how many times that campaign was the last click in the customer experience before conversion.

Digital Analytics can attribute credit in the following ways:

First Click	For any activity or result (for example, conversion, page view, or session), credit is attributed to the program that first established contact with (or "touched") a visitor. First click attribution helps you to understand where you acquire new customers.
Last Click	Credit is attributed for an activity or result to the program that last touched a visitor before conversion. Last click attribution helps you to understand which marketing programs act as triggers.
Average Across Touches	Credit is attributed for an activity or result equally to all marketing touches, regardless of where in a sales/conversion cycle they occurred. Average attribution is useful to understand the value of any marketing touches between first and last.
Custom	You can define your own business logic for assigning value. For example, you might assign 50% of value to first touch, 25% to last touch, and 25% to all touches in between. Use custom attribution logic to attribute credit according to your business requirements.

The following examples illustrate these attribution types.

Figure 1. First Click Attribution Window Example

Figure 2. Last Click Attribution Window Example

Figure 3. Average Attribution Window Example

Figure 4. Custom Attribution Window Example