First Click Attribution in CPV tracker (CPV Lab or CPV One) is a conversion attribution model where credit for a conversion is given to the first tracked click that brought the user into your funnel. This model emphasizes the traffic source, campaign, and creative that introduced the user, even if the conversion happened later through another click or interaction.
Why First Click Attribution Matters
- Discovery Value: Identifies which ads or placements are best at initiating user journeys.
- Brand Awareness Campaigns: Useful when early touchpoints are most important.
- Long Sales Cycles: In niches like finance or insurance, the first ad may set the stage for eventual conversion.
How It Works in CPV Tracker
- User Clicks Ad: A Click ID is generated and logged in CPV tracker (CPV Lab or CPV One).
- User Interacts Again: They may see multiple retargeting ads or click through different funnels.
- Conversion Occurs: CPV tracker attributes the conversion to the first recorded Click ID.
Example:
- User clicks an ad from Source A (Click ID 123).
- Later, they click another ad from Source B (Click ID 456).
- They finally convert.
With first click attribution, the conversion is credited to Source A, since it was the entry point.
Reporting in CPV Tracker
- Reports highlight which initial clicks led to conversions, even if the conversion occurred after multiple touches.
- Metrics include EPC, ROI, and conversion rate based on first interactions.
Benefits
- Early Funnel Insights: Reveals which campaigns excel at awareness and lead generation.
- Better Media Buying Decisions: Encourages investment in discovery campaigns.
- Full-Funnel Strategy: Complements last click data for balanced optimization.
Drawbacks
- Can undervalue remarketing or nurturing campaigns.
- May overemphasize traffic sources that bring curious but non-converting visitors.
Best Practices
- Use in leadgen and awareness campaigns where discovery matters.
- Combine with multi-touch attribution for a fuller picture.
- Compare against last click attribution to balance decisions.
In summary, First Click Attribution in CPV tracker (CPV Lab or CPV One) emphasizes the origin of user journeys, helping you identify the sources and creatives that spark initial interest.
See also: Attribution, Last Click Attribution, Conversion Tracker
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