Attribution
Go to Measure → Analytics → Attribution to understand which campaigns, channels, and touchpoints drive your conversions.
Attribution models
Active Reach supports four models — apply any to your data and compare:
| Model | How it assigns credit | Best for |
|---|---|---|
| Last-click | 100% credit to the last touchpoint before conversion | Simple reporting, short sales cycles |
| First-click | 100% credit to the first touchpoint | Understanding acquisition channels |
| Linear | Equal credit across all touchpoints | Balanced view of the full journey |
| Time-decay | More credit to touchpoints closer to conversion | Long sales cycles with many touches |
How to use it
- Select a conversion event (e.g.,
order_completed,signup_completed) - Set a lookback window (how far back to look for touchpoints: 7, 14, 30 days)
- Choose an attribution model
- View results by campaign, channel, or touchpoint type
Results view
The attribution table shows:
| Column | Description |
|---|---|
| Campaign / channel | The touchpoint being evaluated |
| Attributed conversions | Number of conversions credited to this touchpoint |
| Attributed revenue | Revenue from those conversions |
| % of total | Share of all conversions |
| Cost | What you spent on this touchpoint (for paid channels) |
| ROAS | Return on ad spend (revenue / cost) |
Model comparison
Toggle between models on the same data to see how credit shifts. A campaign that looks great on last-click might appear weak on first-click (or vice versa). The comparison view helps you understand the full picture.
What’s next
- ROI dashboard — revenue attribution across all campaigns
- How incrementality works — prove causation, not just correlation