From the course: Introduction to Attribution and Mix Modeling

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First click and linear models

First click and linear models - Google Analytics Tutorial

From the course: Introduction to Attribution and Mix Modeling

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First click and linear models

- [Teacher] So previously, we looked at the standard default model, which most folks don't even realize is actually a model for how to apply credit, but it is. And the problem with that model, last click, and why it may not be a true representation of the value of each channel, is that it gives no credit to the source that actually first created the interaction. And that's a problem, of course, because much of my job as a marketer is to get my brand on your radar. To rise above all the thousands of other brands screaming for your attention and get you to check out my products. Now which channel got that done is valuable information to understand as a marketer. So looking back at our previous example, we have this Visitor 1 here, and they came through to these things. Now the idea here is that we would look for a first click attribution. So what we're looking for here is the first click; in this case, clearly Organic Search is one of those. For the second one down here, it kind of…

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