Attribution Models

Understand how Convultra attributes conversions to marketing touchpoints.

What is Attribution?

Attribution answers the question: "Which marketing touchpoint deserves credit for this conversion?"

Ad Click → Visit → ... → Return Visit → Conversion
   ↑                                         ↑
Which touchpoint caused the conversion?

Attribution Models

Last Click (Default)

The last touchpoint before conversion gets 100% credit.

Facebook Ad → Google Ad → Conversion
                  ↑
            100% credit

Best for:

• Simple reporting
• Campaigns focused on immediate action

First Click

The first touchpoint gets 100% credit.

Facebook Ad → Google Ad → Conversion
     ↑
100% credit

Best for:

• Awareness campaigns
• Understanding acquisition sources

Linear

All touchpoints share credit equally.

Facebook Ad → Google Ad → Email → Conversion
    33%          33%       33%

Best for:

• Long sales cycles
• B2B marketing

Time Decay

Touchpoints closer to conversion get more credit.

Facebook Ad → Google Ad → Email → Conversion
    10%          30%       60%

Best for:

• Understanding momentum
• Multi-touch journeys

Position Based (U-Shaped)

First and last touchpoints get 40% each, middle splits remaining 20%.

Facebook Ad → Google Ad → Email → Conversion
    40%          20%       40%

Best for:

• Balancing acquisition and conversion
• Comprehensive view

Platform Attribution

Each ad platform uses its own attribution model:

Convultra sends conversions to platforms using their required attribution method.

Click ID Attribution

How Click IDs Work

1. User clicks ad with gclid=ABC123
         ↓
2. Convultra stores gclid for 90 days
         ↓
3. User converts days later
         ↓
4. Convultra sends conversion with gclid=ABC123
         ↓
5. Google attributes to original ad click

Supported Click IDs

Attribution Windows

What's an Attribution Window?

The maximum time between click and conversion:

Click → [1 day] → [7 days] → [30 days] → [90 days]
                                    ↑
                           Attribution Window
                   Conversions after this don't count

Configuring Windows

Dashboard → Settings → Attribution

Multi-Touch Journeys

Viewing the Journey

Dashboard → Conversions → [Click conversion] → View Journey

Shows all touchpoints:

Multi-Platform Attribution

When a user has multiple click IDs:

// User journey
{ gclid: 'ABC', timestamp: 'Jan 1' }  // Google ad
{ fbclid: 'XYZ', timestamp: 'Jan 5' }  // Facebook ad
{ conversion: true, timestamp: 'Jan 5' }  // Purchase
 
// Attribution
Google Ads → Gets conversion with gclid (first touch)
Meta Ads → Gets conversion with fbclid (last touch)

Platform Attribution Metrics

Dashboard View

Dashboard → Analytics → Attribution

Comparison View

                    | Google | Meta | Direct |
First Touch         |   45%  |  30% |   25%  |
Last Touch          |   35%  |  45% |   20%  |
Linear              |   40%  |  35% |   25%  |

Time to Convert

Distribution

Dashboard → Analytics → Attribution → Time to Convert

Shows how long conversions take:

Insights

• Short cycle: Focus on immediate conversion
• Long cycle: Invest in retargeting
• Variable: Segment by product/price

Touchpoint Depth

How many touchpoints before conversion:

Best Practices

1. Match Platform Windows

Set Convultra windows to match platform expectations:

• Google: Use 90-day window
• Meta: Use 28-day window

2. Use Enhanced Conversions

When click IDs are missing, Enhanced Conversions provide backup attribution:

Convultra.trackConversion('purchase', 
  { orderId: 'ORD-123', value: 99.99 },
  { email: 'user@example.com' } // Enables matching without click ID
)

3. Track All Touchpoints

Ensure SDK is on every page to capture full journey:

• Landing pages ✅
• Product pages ✅
• Cart ✅
• Checkout ✅
• Thank you ✅

Next Steps

• Cross-Domain Tracking →
• Conversion Recovery →