What is the difference between First touch and Last touch in the Marketing Attribution report?

Both views group your orders and revenue by Source, Medium, Campaign and Channel, but they credit different visits:

• First touch: the campaign that first brought the customer to your store, saved on the order.
• Last touch: the campaign of the visit in which the customer actually placed the order.

If a shopper first came from an Instagram post and came back a week later through a tagged Google ad link to buy, First touch credits Instagram and Last touch credits Google.

Orders with no campaign tags show (direct) as the source.

To open it: Open Marketing → Marketing Home and click the Reports tile under Measure. Then click Marketing Attribution, pick the dates, and switch between First touch and Last touch. Export CSV downloads the view you are on.