Understand attribution models
Attribution is a rule for sharing credit for a recorded sale. It helps you read a journey, but it does not prove what caused someone to buy.
One sale and three visits
Imagine someone finds your site through a newsletter, returns through search, and buys after an ad. The sale is $90. This example is fictional.
| Model | How the example shares $90 |
|---|---|
| First-Touch | The first eligible recorded visit gets all $90: the newsletter. |
| Last-Touch | The last eligible recorded visit gets all $90: the ad. |
| Linear | Each of the three eligible recorded visits gets $30. |
Try the model controls
- Keep one website and date range selected.
- Find First-Touch, Last-Touch, and Linear near the top of the dashboard.
- Select a model and look at the allocation in Sources.
What the report cannot see
A person can change devices, decline tracking, or arrive without recognizable source information. The report uses recorded activity that is eligible under its rules, rather than every interaction a person ever had.
Changing the allocation should not be interpreted as creating new sales. When comparing reports, also check the reporting period and the treatment of Direct visits and customer survey answers.
You are done when
You can explain the selected model in one sentence.
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