# First-touch and last-touch attribution

> How iTracker360 records the first and most recent marketing source for a lead.

iTracker360 keeps two views of where a lead came from, because both matter.

- **First touch** — the very first marketing source that brought a visitor to your site.
- **Last touch** — the most recent source before they became a lead.

A visitor might first find you through an organic search, then return weeks later from an email and convert. First touch credits the search; last touch credits the email. Keeping both lets your reports answer *"what introduced this lead?"* and *"what closed them?"*

## How repeat conversions are handled

When a contact converts again later, iTracker360 updates the **current** (last-touch) fields with the newest source while keeping the **original** first-touch values intact. Each conversion is also recorded with its date, so you build up a history rather than overwriting it. Both touches are synced to your CRM so the full picture travels with the contact.