Skip to main content

Attribution Tracking

Understand how your ads contribute to conversions.

Attribution Models​

First-Touch Attribution​

Credits the first ad interaction with the conversion.

Best for:

  • Awareness campaigns
  • Top-of-funnel analysis
  • Understanding discovery channels

Last-Touch Attribution​

Credits the final ad interaction before conversion.

Best for:

  • Direct response campaigns
  • Bottom-of-funnel analysis
  • Conversion optimization

Linear Attribution​

Distributes credit equally across all touchpoints.

Best for:

  • Understanding full journey
  • Multi-channel campaigns
  • Balanced analysis

Time-Decay Attribution​

Recent touchpoints receive more credit than earlier ones.

Best for:

  • Long sales cycles
  • Retargeting analysis
  • Understanding momentum

Conversion Tracking​

Setting Up Conversions​

  1. Go to Ad Campaigns → Settings
  2. Click Conversion Tracking
  3. Add conversion event:
    • Purchase
    • Lead form submission
    • Sign up
    • Add to cart
    • Custom events
  4. Set conversion value
  5. Configure attribution window

Attribution Windows​

WindowUse Case
1 dayImpulse purchases
7 daysStandard e-commerce
28 daysConsidered purchases
90 daysB2B/high-value

Conversion Funnel​

Tracking Stages​

Monitor the customer journey:

  1. Awareness - Ad impression
  2. Interest - Ad click
  3. Consideration - Site visit
  4. Intent - Add to cart
  5. Conversion - Purchase

Funnel Analysis​

View at each stage:

  • Drop-off rates
  • Time between stages
  • Channel contribution
  • Touchpoint analysis

UTM Tracking​

UTM Builder​

Generate trackable URLs with:

  • Source - Traffic source (google, facebook)
  • Medium - Marketing medium (cpc, email)
  • Campaign - Campaign name
  • Term - Keywords (for search)
  • Content - Ad variation identifier

Platform Templates​

Quick templates for:

  • Google Search/Display
  • Facebook/Instagram
  • LinkedIn
  • Twitter/X
  • Email campaigns

URL Management​

  • Validate URLs automatically
  • Save recent URLs (last 20)
  • Quick template application
  • Copy to clipboard

Attribution Reports​

Channel Attribution​

See credit distribution by:

  • Ad platform
  • Campaign
  • Ad group
  • Individual ad

Path Analysis​

View conversion paths:

  • Common journeys
  • Path length
  • Time to conversion
  • Assisted conversions

Touchpoint Value​

Understand each interaction:

  • First-touch value
  • Last-touch value
  • Assisted value
  • Total contribution

Cross-Platform Attribution​

Multi-Platform Tracking​

Track across:

  • Google Ads
  • Facebook Ads
  • LinkedIn Ads
  • Twitter Ads
  • Instagram Ads
  • Pinterest Ads

Unified Reporting​

  • Single dashboard view
  • Cross-platform comparison
  • Combined attribution
  • Holistic ROI analysis

Best Practices​

Model Selection​

  • Use multiple models for comparison
  • Match model to campaign goals
  • Consider your sales cycle

Tracking Setup​

  • Implement consistently across platforms
  • Use UTM parameters everywhere
  • Test tracking before launching

Analysis​

  • Review attribution regularly
  • Compare model results
  • Adjust budgets based on insights

Next: Creative Library →