It turns out Google Analytics has built-in reports that can answer these questions. The usual method: Last-click attribution measures a user converting in the same session as landing on the page. In Google Analytics, this is typically done by looking at the goal conversion percentage in the landing page report Only a few posts drive “leads” from a user’s last touchpoint. So going by last-click attribution isn't giving us full picture. To get a better picture, you have to look at first click attribution in addition to their last touch. First-Click Attribution: A Better Measure of Content Conversions. It means conversion is attributed to the first user interaction with your website. A prospect might find out about your company from reading a piece of content, & come back at a later point to convert. If you were just measuring success by last-click attribution, you’d never know that your content influenced the conversion. First-click attribution gives us a broader picture of how content plays a role in acquisition. You can get last-click conversion numbers in Google’s Landing Pages report, but to get first-click (& other) conversion stats, you’ll need to use GA’s Model Comparison Tool. With this tool, you will see three different numbers for leads generated from each blog post. 1) Last Interaction: means users converted in the same session where they landed. So it was the “last interaction” before they signed up. 2) First Interaction: Conversions in a 90-day window (can adjust form 0 to 90 days). Blog post was the first time the converting user landed on the site. 3) Linear: divides conversion credit evenly across touchpoints. So, in a conversion path with four interactions, each touchpoint would receive 25% credit. Think about how much of a better understanding you can have about how your content plays into conversions for your business with this tool. You can even dig deeper by combining this with the “Time Lag” report that shows how many days people typically take to convert.