First-touch hands 100% of the credit to whatever brought someone in the door first. Last-touch hands it all to whatever happened right before they converted. Both ignore everything in between.
First-touch makes top-of-funnel content look like a hero. Last-touch makes that final demo request or discount email look like the whole reason the deal closed. Neither one is lying, exactly. They’re just answering a much narrower question than “what actually drove this sale.” Both stick around because they’re dead simple to calculate and don’t require any modeling assumptions, unlike the multi-touch approach that actually tries to reflect reality.
A Signal Audit shows you where your marketing is leaking and exactly what to do about it.
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