First-touch vs last-click
Last-click makes newsletters and brand search look like genius. First-touch asks who introduced the customer in the first place.
Last-click
The session that converts takes the credit. A Hacker News reader who returns via the product name two weeks later credits brand search. The HN thread looks empty.
First-touch in Motif
The first utm, ad-click id, or known referrer is stored on arrival and never overwritten. The Stripe payment weeks later still points at that source.
What Motif still shows
Direct and unknown remain on the chart so you can see leakage. They cannot take the recommendation. Unattributed Stripe stays visible for the same reason.
What is a last-click attribution model?
A last click attribution model gives the converting session the credit. Motif rejects that default for acquisition: first touch is stored on arrival, and Stripe still names that introduction.