When a customer visits several times before paying, the Credit menu decides which of those visits gets the money. It changes how sales are shared between sources. It never changes the sales themselves.
The button shows the rule in use, for example Credit: First-Touch. It is on every tab: Dashboard, Buyers, Journeys & Funnels and Live Dashboard.
2
Pick a rule under Which visit gets credit for a sale.
Every report on the page updates straight away.
3
Pick a window under How far back to look before a sale.
All visits, 90 days, 30 days or 7 days.
4
Close the menu.
Select outside it or press Escape.
Where to find itAny dashboard tab → Credit
Credit sits at the right of the control row, beside More. The overview shows where the menu opens; the menu itself is enlarged below.
Select the overview to open the full screenshot.
Enlarged detail of the outlined area
Example: First-Touch and All visits are selected. Every report on the page updates when you pick another option.
1
Open the Credit menu
The button shows the rule in use, for example Credit: First-Touch.
2
Choose which visit gets credit
Pick one of six rules. Each line says in plain words how the money is shared.
3
Choose how far back to look
Visits older than this, counted back from each sale, get no credit.
How each rule shares one sale
Example: someone finds you through a newsletter, comes back by typing your address (Direct), returns through search, and pays $90 after clicking an ad. That is four visits.
Rule
What it means
How the $90 is shared
First-Touch
The first visit gets all the credit.
Newsletter $90.
Last-Touch
The last visit before paying gets all the credit.
Ad $90.
Linear
Every visit gets an equal share.
$22.50 each to the newsletter, Direct, search and the ad.
Last Non-Direct
The last visit that did not come from typing your address gets all the credit.
Ad $90. If the last visit had been Direct, search would get it.
U-Shaped
40% to the first visit, 40% to the last, 20% shared by the rest.
Newsletter $36, ad $36, Direct $9, search $9.
Time-Decay
Visits closer to the sale get more credit. Each visit counts twice as much as the one before it.
Newsletter $6, Direct $12, search $24, ad $48.
Choose a look-back window
The window counts back from each sale. With 30 days, visits more than 30 days before that sale get no credit, and the rule shares the money between the visits that are left.
If no visit falls inside the window, the most recent recorded visit keeps the credit, so the sale is not dropped from source reports. All visits uses every recorded visit, however old.
Which rule to start with
First-Touch shows which sources introduce new customers.
Last-Touch shows which sources close the sale.
Linear, U-Shaped and Time-Decay share credit when customers take several visits.
Last Non-Direct stops returning visitors who type your address from hiding the source that brought them back.
Keep one rule while you compare periods or sources. Switching rules part-way makes the numbers look different even when nothing changed.
What changes and what does not
Changing the rule or window changes Revenue sources, Ad ROAS, the Credited to column on the Buyers tab and each customer's credit split. Net revenue, orders, refunds and Journeys do not change.
A credited sale is an association under the rule you picked, not proof that a source caused the purchase.