What are First, Mid, Last, and Converting Touches? | Knotch

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What are First, Mid, Last, and Converting Touches?

Definitions for the four main touch types used in attribution models.

Here’s how each attribution touchpoint is defined:

First Touch: The first page in the journey
Mid Touch: Pages seen between the first and the last (excluding the final page)
Last Touch: The page seen just before the user converts
Converting Touch: The page where the conversion happened (Journeys only)
On-Page Conversion: The page where the conversion happened (Dashboards only)

Example:
Journey: A → B → C → D → Conversion on D

First Touch: A
Mid Touch: B, C
Last Touch: C
Converting Touch / On-Page Conversion: D