First Click Attribution

First-click attribution credits the initial discovery touchpoint for conversions. In music advertising, this model recognizes the importance of awareness-building activities that introduce listeners to artists for the first time.

How First-Click Attribution Works

The model is straightforward:

• Listener first discovers artist through Facebook ad
• Later sees Instagram ad
• Eventually searches and streams on Spotify
• First touchpoint (Facebook) gets 100% credit

The discovery moment receives full conversion credit regardless of subsequent touchpoints.

When First-Click Makes Sense

Awareness Campaigns

Focus on discovery:

• Introducing new artists
• Reaching new audiences
• Building initial awareness

First-click values this discovery work.

Top-of-Funnel Focus

Understanding awareness contribution:

• Which channels discover new fans
• Where awareness investments pay off
• Discovery channel optimization

Long Consideration Cycles

Extended fan journeys:

• Music fandom develops slowly
• Multiple touchpoints before conversion
• Discovery moment deserves recognition

Advantages of First-Click

Values Discovery

Recognizes awareness activities:

• Top-of-funnel importance
• Introduction credit
• Awareness investment validation

Simple to Understand

Clear attribution:

• One touchpoint gets credit
• Easy to explain
• Straightforward reporting

Prevents Last-Click Bias

Balances measurement:

• Discovery work valued
• Not only conversion moments
• More complete picture

Disadvantages of First-Click

Ignores Nurturing

Misses middle journey:

• Consideration touchpoints overlooked
• Retargeting undervalued
• Conversion drivers ignored

May Overvalue Awareness

Attribution imbalance:

• Discovery not always decisive
• Later touchpoints may matter more
• Misleading budget guidance

Impractical for Some Journeys

Not always appropriate:

• Short consideration cycles
• Direct response campaigns
• Conversion-focused objectives

First-Click vs. Other Models

vs. Last-Click

Key differences:

• First-click: values discovery
• Last-click: values conversion driver
• Opposite ends of spectrum

vs. Linear

Key differences:

• First-click: single touchpoint
• Linear: all touchpoints equal
• Linear more balanced

vs. Position-Based

Key differences:

• First-click: 100% to first
• Position-based: 40% first, 40% last, 20% middle
• Position-based more nuanced

Implementing First-Click

Platform Settings

Some platforms support first-click:

• Check attribution settings
• May require manual configuration
• Not all platforms offer option

Manual Tracking

DIY first-click tracking:

• Track first touchpoint via UTM
• Store in CRM or spreadsheet
• Connect to eventual conversion

Analytics Configuration

Configure in analytics tools:

• Google Analytics supports multiple models
• Custom attribution possible
• Requires proper setup

Using First-Click Strategically

Combined with Other Models

Use multiple perspectives:

• First-click for awareness
• Last-click for conversion
• Compare both views

For Specific Campaigns

Apply selectively:

• Awareness campaign evaluation
• New audience acquisition
• Discovery channel assessment

Channel Comparison

Understand discovery sources:

• Which platforms introduce new fans
• Discovery channel efficiency
• Awareness investment guidance

First-Click in Music Context

New Artist Introduction

Particularly relevant for:

• Debut releases
• Unknown artist discovery
• New market entry

Fan Journey Start

Music discovery importance:

• First encounter matters
• Sets relationship foundation
• Discovery source significant

Multi-Platform Discovery

Music discovery reality:

• Fans discover across platforms
• First touchpoint varies
• Understanding sources valuable

Reporting First-Click Results

Include Model Context

Explain the model:

• What first-click means
• Why it was chosen
• Interpretation guidance

Compare to Other Models

Provide perspective:

• Show first-click view
• Show last-click view
• Note differences

Draw Appropriate Conclusions

Model-appropriate insights:

• Discovery channel effectiveness
• Awareness investment value
• Not conversion attribution

Combining Attribution Views

Multi-Model Analysis

Best practice:

• View multiple models
• Compare perspectives
• Make informed decisions

Model Selection by Objective

Match model to goal:

• First-click for awareness
• Last-click for conversion
• Linear for journey understanding

Display advertising through services like LG Media at lg.media can serve as a first-touch discovery channel for music audiences, with music website placements starting at $2.50 CPM potentially introducing listeners who later convert through other touchpoints.

First-click attribution values the discovery moment in music fan journeys. While not appropriate for all measurement needs, it provides important perspective on awareness activities that introduce potential fans to artists for the first time.