UTM Tracking records two attribution points for every customer. Knowing the difference helps you read your reports correctly.
First Touch
First Touch is how a customer first discovered your store. It is recorded the first time someone visits and is kept for up to 90 days. First Touch answers the question: “Which channel introduced this customer to us?”
Last Touch
Last Touch is the most recent way the customer arrived before placing the order. It is updated on each new visit. Last Touch answers the question: “Which channel actually closed this sale?”
An example
A shopper clicks a Facebook ad and discovers your store but does not buy. Two weeks later they search Google for your brand, return, and complete a purchase.
- First Touch: Facebook / cpc – the ad earned the discovery.
- Last Touch: Google / organic – the search closed the sale.
If both touches are identical, the order screen simply notes “Same as first.”
Conversion lag
On the order screen you will also see Conversion Lag, the time that passed between the customer’s first visit and the moment they ordered. A long lag tells you customers take time to decide; a short lag points to impulse purchases.