# Choose which visit gets credit for a sale

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.

Canonical page: https://www.attriboo.com/docs/credit-settings

Instructions reviewed: 2026-11-11

## Open the Credit menu

1. **Select Credit at the right of the control row.** 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.

![The Credit menu open under Credit: First-Touch, listing six credit rules and the look-back choices All visits, 90 days, 30 days and 7 days.](https://www.attriboo.com/help-images/2026-11-11/credit-menu.jpg)

Example: First-Touch and All visits are selected. Every report on the page updates when you pick another option.

Any 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.

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. |

> **Two-visit and one-visit sales** With only two visits, U-Shaped gives each 50%. With one visit, every rule gives that visit all the credit.

## 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.

- [Understand what attribution models can and cannot tell you](https://www.attriboo.com/docs/attribution-models)
- [See where customers come from in Revenue sources](https://www.attriboo.com/docs/sources)

## You are done when

You can say which rule and look-back window the dashboard is using, and how they share one sale.

## Related guides

- [Understand attribution models](https://www.attriboo.com/docs/markdown/attribution-models.md)
- [See where customers come from](https://www.attriboo.com/docs/markdown/sources.md)
- [See who is buying and how each customer found you](https://www.attriboo.com/docs/markdown/buyers.md)
- [Read your return on ad spend](https://www.attriboo.com/docs/markdown/ad-roas.md)