Understanding First Touch Attribution and Unique Users - Last Segment
what’s the interpretation of setting my attribution to “first touch” and then also set “unique users - last segment”
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When you set your attribution model to "First Touch" and then also set "Unique Users - Last Segment," you're combining two different attribution concepts in Mixpanel: 1. First Touch Attribution Model: This gives 100% credit to the first touchpoint within your attribution lookback window. For example, if a user first encountered your product through a Facebook ad and later converted after seeing an Instagram ad, the Facebook ad would get full credit for the conversion under this model.2. Unique Users - Last Segment: This setting determines how Mixpanel counts unique users when they appear in multiple segments. When you select "Last Segment," Mixpanel will count a user toward the last segment they qualified for within your analysis timeframe.As explained in the Mixpanel documentation about attribution with unique users: > "When running attribution on [a user], we want to consider [the user] unique on [their] last qualifying conversion, and run a lookback window starting at this point and consider all attribution prior to it which influenced the [conversions]." This approach is particularly useful "in e-commerce companies when looking at cost of acquiring a user, you want to consider all the purchases until their last purchase" Attribution: Multi-touch segmentation in the user conversion journey.In a time-series chart, it's important to note that "the first and last qualifying conversion is within the chart interval. For example if you have a 6M chart with a monthly interval, you're looking at first and last conversion within a month, NOT 6M."This combination allows you to see which initial touchpoints (First Touch) are driving conversions while counting users based on their most recent segment qualification (Last Segment), giving you insight into both acquisition sources and the latest user behavior patterns.
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Yes, that's correct. Your report is showing the first touch attribution of each user's last order (or conversion) within the time period you're analyzing.When you combine "First Touch" attribution with "Unique Users - Last Segment," Mixpanel: 1. First identifies each user's last qualifying conversion event within your selected time period 2. Then looks back from that last conversion to find the first touchpoint within your attribution lookback window 3. Attributes 100% of the credit for that conversion to this first touchpointAs explained in the Mixpanel documentation: > "When running attribution on [a user], we want to consider [the user] unique on [their] last qualifying conversion, and run a lookback window starting at this point and consider all attribution prior to it which influenced the [conversions]." Attribution: Multi-touch segmentation in the user conversion journeyThis approach is particularly valuable for understanding which initial touchpoints are driving your most recent conversions, especially in e-commerce scenarios where you want to consider all purchases up to a user's most recent one.
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