Attribution models
Understand how credit is assigned across recorded touchpoints.
On this page
Choose a model
| Model | API value | Interpretation |
|---|---|---|
| First touch | first_touch | Credit the first eligible recorded touchpoint |
| Last touch | last_touch | Credit the last eligible recorded touchpoint |
| Linear | linear | Distribute credit evenly across eligible touches |
| U-shaped | u_shaped | Emphasize the beginning and end of the journey |
| Time decay | time_decay | Give more credit to touches nearer conversion |
Compare a channel
Choose a reporting range and currency, then a source/medium/campaign dimension. Compare model results with the same scope. Changing the model reallocates attribution credit; it does not create a different payment transaction.
Read the flow
Attribution flow connects marketing paths with purchases. Use it to find recurring source sequences, then inspect a permitted customer journey for context. A flow diagram describes recorded associations, not proof of causal marketing lift.
Explain unattributed revenue
Missing consent, identity gaps, cross-device purchases, absent provider metadata or purchases before installation can prevent matching. A legitimate payment may remain unattributed. Reconciliation can repair delayed matching where records exist; it cannot reconstruct uncollected visits.
API equivalents
get_revenue_attribution exposes its exact dimension and model schema. get_attribution_flow returns paths. query_customer_journey retrieves an authorized customer's journey.
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