Which statement describes impression-level attribution best?

• A. Credits the last-click only
• B. Credits the entire sequence of touchpoints
• C. Credits every exposure in the journey equally
• D. Credits the first interaction or exposure

Answer: (D)

Impression-level attribution focuses on the initial point of contact in the consumer journey. The idea is that the first interaction or exposure often seeds awareness and sets the path toward later actions, so crediting that initial touchpoint aligns with how impressions influence brand awareness and eventual conversions.

This contrasts with last-click, which would give credit only to the final action before conversion, and with linear models that distribute credit equally across all exposures. By assigning credit to the first interaction or exposure, the model emphasizes the impact of the initial brand encounter in shaping the journey.