First and Last Touch Attribution Models in SQL: A Comprehensive Tutorial

Accurately attributing conversions to specific marketing channels is essential for optimizing marketing strategies, and this tutorial provides a guide for implementing first and last touch attribution models using SQL with Snowplow data. The tutorial focuses on Redshift-compatible SQL but notes the adaptability of the logic to other databases. First touch attribution assigns credit to the initial marketing interaction, while last touch attribution credits the most recent interaction before a conversion, equipping analysts with tools for performance optimization. The tutorial outlines the steps for identifying marketing touches and revenue events, creating tables for each, and connecting these events to analyze conversions. It also covers handling edge cases, such as direct traffic and mobile events, and suggests implementing attribution windows to refine the analysis. By following these steps, data teams can gain deeper insights into which marketing channels are most effective, and the tutorial encourages exploring advanced implementations like multi-touch attribution for a more comprehensive analysis.