First / Last Click or Direct Conversions in Google Analytics Explained

Attribution Modelling

In the Assisted Conversions report (under ‘Conversions’ > ‘Multi-Channel Funnels‘) you are likely to see the following metric: First / Last Click or Direct Conversions:

First / Last Click or Direct Conversions
First Last Click or Direct Conversions 2

The First / Last Click or Direct Conversions is a ratio metric that is calculated as the number of first click conversions / number of last-click conversions

#1 If the value of this ratio metric is close to zero, then it indicates that the marketing channel functions primarily in completing conversions.

#2 If the value of this ratio metric is close to one, then it indicates that the marketing channel functions equally in both initiating conversions and completing conversions.

#3 If the value of this ratio metric is more than one then it indicates that the marketing channel functions primarily in initiating conversions.

Attribution Modelling in Google Analytics and Beyond
Attribution Modelling in Google Ads and Facebook

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization Master the Essentials of Email Marketing Analytics Attribution Modelling in Google Analytics and Beyond Attribution Modelling in Google Ads and Facebook

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade