First- vs Last-Touch Attribution to Revenue

First- vs Last-Touch Attribution to Revenue credits each purchase twice. One credit goes to the channel that first brought the visitor, and one to the channel of the last event before the purchase.

The First- vs Last-Touch Attribution to Revenue report, with two summary cards and a table with one row per channel.

How It’s Calculated

Each row is one channel, with the most Last-Touch Revenue first. The columns are:

Channel: the channel.
First-Touch Conversions and First-Touch Revenue: the purchases credited to the channel of the visitor’s first event, and their value.
Last-Touch Conversions and Last-Touch Revenue: the purchases credited to the channel of the visitor’s last event before the purchase, and their value.

For each purchase das Pixel looks at every event from the same browser, or from the same logged-in customer, up to the moment of the purchase. The first touch is the earliest of those events. The last touch is the latest.

Each event is sorted into a channel by the rules in Sessions by Source & Channel.

Only events from the 30 days before the start of your date range onward are considered. A visitor whose real first visit was earlier is credited to the earliest event in that window.

A purchase is counted once per channel under each model. The 2 sets of figures add up to the same purchases.

Revenue here is the value das Pixel saw at checkout: the total price, with shipping and tax, before refunds. It isn’t the Shopify order’s value, so it can differ from the Revenue in other Web Analytics reports.

The last event before a purchase is usually on the checkout, and checkout pages carry no campaign tags. Last-Touch Revenue therefore tends to land in Direct, whatever brought the visitor. Use First-Touch Revenue to see which channels bring customers in.

For credit to the ad click, use das Pixel Attribution.

Summary Cards

The cards above the table are First-Touch Revenue and Last-Touch Revenue. They add up the rows. With Compare on, each card shows its change.

Pinned to a dashboard, the report can show a bar chart that compares First-Touch and Last-Touch revenue for the 8 channels with the most Last-Touch Revenue.

What Counts

Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
Only purchases inside the date range count, in your store’s time zone.
Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.

A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days. This report has no Segment, Sales Channel or Filters control.

What Good Looks Like

There’s no target. A channel with more First-Touch Revenue than Last-Touch Revenue brings visitors in. A channel with more Last-Touch Revenue closes sales.

Read the 2 columns together, not alone. Neither shows what caused the sale.

What to Do About It

A channel strong on First-Touch Revenue: keep funding it, even if it isn’t the channel that closes.
A large Direct share on first touch: tag your links, so Sessions by Source & Channel can name the channel.
Revenue that doesn’t match your Shopify reports: see Pixel vs Shopify Attribution for how many purchases das Pixel matched to an order.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

First- vs Last-Touch Attribution to Revenue: open Reports and look under Web Analytics.