Multi-Touch Attribution for Owned Channels
FirstHive now credits each conversion across every message a customer engaged with before buying, so you can see which channels start journeys, which close them, and which do both.
The problem
Marketers send campaigns and journeys across Email, SMS, WhatsApp, RCS, mobile push and web push, but couldn’t tell at which stage of the journey a customer converted. Each campaign counted its own conversions, so one sale was often claimed by several campaigns, and totals overstated impact. Analysts joined exports in spreadsheets or wrote custom SQL.
Competing platforms offer only last-touch attribution, which credits the final message and ignores everything that came before.
How it solves the problem
- Four attribution models:
| Model | How credit is shared | Best for |
|---|---|---|
| First touch | 100% to the first message the customer engaged with | Finding channels that start journeys, such as welcome and awareness |
| Last touch | 100% to the last message before converting | Finding channels that close, such as reminders and cart recovery |
| Linear | Shared equally across every message | A balanced view of the whole journey |
| Time decay | Shared across every message, with more credit to recent ones | Short, reminder-led journeys |
- Click-through and view-through: conversions after a click (default window 7 days) and after a view with no click (default 24 hours) are reported separately.
- Revenue adds up: credited revenue always sums exactly to the order value, and conversions with no qualifying touch are shown as Unattributed instead of being dropped.
- Reports at every level: attributed conversions and revenue by channel, campaign, journey and journey step.
- Self-serve setup: admins configure goals, windows and channel rules without engineering help.
Example: a customer clicks an email 7 days before buying, reads a WhatsApp 3 days before, and taps a push on the day of a ₹1,000 purchase. First touch gives the email ₹1,000. Last touch gives the push ₹1,000. Linear gives each about ₹333. Time decay gives email ₹223, WhatsApp ₹331 and push ₹446.
Use cases
| Who | Use case |
|---|---|
| CRM manager | Know which channels and journeys really drive conversions and revenue, without double counting |
| Growth lead | Decide channel mix and message frequency across WhatsApp, SMS, RCS, push and email |
| Analyst | Compare models and inspect the touch path behind each conversion |
| CMO | See the true revenue contribution of owned channels |