First and Last Click Attribution

You can view all of your customer acquisition by both first click and last click. This will allow you to easily determine which sources were responsible for introducing your brand to consumers as well as closing the sale.


For example, you may see a lot of sales volume driven through a deal or loyalty site; however those are typically sources that customers rely upon later in their user journey after they have already been introduced to your brand and have expressed interest in buying. Therefore, it's meaningful to also understand which sources drove the initial interest that then lead to the customer intent and ultimately a sale. This is especially powerful in understanding how these sources work together to impact customer lifetime value


In order to view these data points, you will need to ensure that the Sublytics pixel is placed and UTM parameters are setup and configured within Sublytics.


Once these are placed, you will be able to view the first and last click parameters within any of the Sublytics reports through the Customer Parameter filters (at the very bottom of your filter list). First click will be notated with CP - First Click - {reporting field}. Last click will be listed under the default CP - {reporting field}.


You can also easily view the relationship between first click and list click by selecting your first click parameter in the View By filter and then Drill Down By the last click. You can view by first and last click attribution across any parameter that you pass through the tracking URL, so this is not limited only to UTM_source; you can view by Campaign, Medium, Content and more.



  • The only report that this will not be available on is your Ad Spend report, because there is no way to match Ad Spend back to UTM parameters without a Marketing Connection made. To learn more about tracking ROAS and CLV:CAC ratios back to paid advertising channels, you can add marketing connections.
  • This attribution is based off the acquisition of the customer, not the order; therefore the customer acquisition source will not change as subsequent orders are purchased.
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