Create custom attribution models to understand the impact of your marketing channels.
Custom AttributionComing Soon
Overview
Attribution lets you apply multi-touch attribution models to understand how different channels and touchpoints contribute to conversions. Move beyond last-click to see the full picture of your marketing effectiveness.
Key Features
Five Attribution Models: Choose from Last Click, First Click, Linear, U-Shaped, or Total Impact
Multi-Touch Paths: See the full sequence of touchpoints before each conversion
Model Comparison: Compare how different attribution models allocate credit across channels
Channel Contribution: Understand each channel's role as an introducer, influencer, or closer
Exclusion Rules: Exclude specific channels or touchpoint types from attribution
How It Works
Attribution reconstructs user journeys from pixel tracking data, then applies your chosen model to distribute conversion credit across touchpoints. Each model uses different rules for how credit is split.
Attribution Models Explained
Last Click: 100% credit to the final touchpoint before conversion
First Click: 100% credit to the first touchpoint in the journey
Linear: Equal credit distributed across all touchpoints
U-Shaped: 40% to first touch, 40% to last touch, 20% split across middle touches
Total Impact: Combines click and impression signals to measure incremental impact across all touchpoints
Use Cases
Channel Valuation: Understand which channels truly drive conversions vs. assist
Budget Allocation: Reallocate budget based on multi-touch attribution insights
Upper-Funnel Justification: Prove the value of awareness channels that assist but rarely close
Model Calibration: Use attribution alongside MMM for unified measurement