Attribution

Attribution connects conversions to the clicks that drove them. Configure attribution settings for each conversion type in Events & Conversions settings.

How It Works

1. Visitor clicks your link - They receive a unique visitor ID stored in a cookie
2. Visitor browses your site - The tracking pixel maintains the visitor ID
3. Visitor converts - The conversion is linked to their click(s) based on the attribution model configured for that conversion type

Attribution Window

The time period during which a conversion can be attributed to a click.

• Default: 30 days
• Range: 1-90 days

If a visitor clicks your link today and converts within your attribution window, the conversion is attributed to that click. Clicks outside the window are not attributed.

Attribution Models

Each conversion type can have its own attribution model. When a visitor clicks multiple links before converting, the model determines how credit is distributed:

First-Touch

100% credit goes to the first link the visitor clicked.

• Best for: Lead generation, understanding initial discovery
• Use case: Content marketing, brand awareness, newsletter signups
• Recommended for: Register, Subscribe, Download conversions

Last-Touch

100% credit goes to the last link the visitor clicked before converting.

• Best for: Understanding what drove the final decision
• Use case: Direct response campaigns, sales promotions
• Recommended for: Add to Cart, Begin Checkout conversions

Position-Based

Credit is distributed across multiple touchpoints: 40% to first click, 40% to last click, and 20% split among middle clicks.

• Best for: Valuing both discovery and closing
• Use case: E-commerce purchases with longer consideration cycles
• Recommended for: Purchase conversions

Default Attribution Models

Each predefined conversion type comes with a recommended attribution model:

Conversion Type	Default Model	Rationale
Purchase	Position-Based	Both discovery and closing matter for sales
Register	First-Touch	What initially brought them in matters most
Add to Cart	Last-Touch	Intent signal driven by most recent interaction
Begin Checkout	Last-Touch	Strong purchase intent from final push
Download	First-Touch	Lead magnet attribution tracks discovery
Subscribe	First-Touch	Acquisition metric values initial contact

Best Practices

• Match model to goal - Use first-touch for acquisition metrics, last-touch for intent signals, position-based for purchases
• Set appropriate windows - Longer windows for considered purchases, shorter for impulse buys
• Use unique links - Create separate links for each placement to see which performs best
• Review periodically - As your marketing mix changes, revisit attribution settings