Analytics & Tracking

First-Click Attribution

Quick Definition

First-click attribution gives 100% credit to the first marketing touchpoint a user encountered before converting.

In context

Useful for understanding which channels drive initial discovery. Often credits SEO and content marketing more generously than last-click does, since organic search is frequently the first touch.

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Related terms

Last-Click Attribution

Last-click attribution gives 100% credit to the final marketing touchpoint before conversion.

Conversion API (CAPI)

Conversion API is the server-to-server measurement protocol used by Meta, Google, TikTok, and others to send conversion events directly from your server to the ad platform — bypassing browser-side tracking constraints.

Attribution

Attribution is the methodology used to assign credit for a conversion across the various marketing touchpoints in a customer journey.

Google Search Console (GSC)

Google Search Console is the free Google tool that shows how your site performs in search — queries, impressions, clicks, indexing status, and technical issues.

Active Users

Active users are those who have at least one engaged session in a given timeframe.

Custom Event (GA4)

A custom event in GA4 is an event you define and trigger via gtag(), GTM, or the Measurement Protocol — beyond GA4's default events (page_view, scroll, click, etc.).

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