Worked example: First and Last Touch

One visitor, six visits over twelve days and two conversions. How much of each conversion does each channel earn?

This example assumes the view includes all traffic, so direct visits take credit, and that every visit and conversion falls inside the selected date range. The rules themselves are on Attribution models.

First Touch 5/1 - 5/12

First Touch gives each conversion to the first visit of the journey. Both conversions belong to the same visitor, whose journey began with the Meta Ads visit on 5/1, so Meta Ads earns both.

Last Touch 5/1 - 5/12

Last Touch gives each conversion to the visit just before it: the Direct visit on 5/9 for the $10 conversion, the Google Ads visit on 5/11 for the $5 conversion.