A customer rarely buys the first time they see you. They find you on a Tuesday, forget you, see you again three weeks later, and buy. So which post gets the credit — the discovery or the close? That’s the whole first-touch vs last-touch question.
First-touch: what fills the top
First-touch attribution gives all the credit to the post that discovered the customer. It’s great for one question: what content brings new people into my world? Use it when your problem is reach.
Last-touch: what closes
Last-touch credits the final click before the sale. It answers: what content converts people who already know me? Use it when your problem is turning an audience into revenue.
The pragmatic answer
If you’re solo and just starting, use last-touch. It’s simpler, it maps cleanly to “this link, this sale,” and it stops you over-crediting top-of-funnel posts that feel good but don’t close. Graduate to multi-touch later, once you have enough volume for the nuance to matter. seenpaid defaults to last-touch for exactly this reason — it’s the honest, unambiguous starting point.