Campaigns and attribution
Attribution models
Multi-touch attribution shows the visits that led to an order, then chooses which visit gets credit when a buyer returns more than once.
Marketing attribution: first touch and last touch
- Attribution window and reporting currency
- Switch between last-touch and first-touch credit
- Attributed revenue and prior-period change
- Visitors who completed a purchase
- Visitors, orders and revenue by channel
- Recent orders with first and buying visits
| Model | Credit |
|---|---|
| Last touch (default) | Most recent non-Direct visit in the previous 30 days; otherwise the buying visit |
| First touch | The buyer's first recorded visit |
The Revenue chart and By channel table follow the switch. Source, landing-page and campaign breakdowns remain last-touch.
Example
| Date | Visit | Credit |
|---|---|---|
| 2 Oct | Google Search | First touch |
| 5 Oct | Email newsletter | Last touch |
| 9 Oct | Direct purchase | Skipped by last touch |
Report rules
| Report | Rule |
|---|---|
| Revenue chart, By channel | Selected model |
| Revenue source, campaign, landing page; Campaigns | Last touch |
| Affiliates | Latest affiliate inside its credit window |
| Goals | Channel of the visit where the goal happened |
| Internal links | Orders within 30 days after the click |
What is saved
Each order stores its first visit, buying visit, referrer, landing page, UTM tags, visit count and affiliate. Raw visits may later be archived; the order trail remains.
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Hosted checkout returns
Stripe, PayPal, Klarna, Afterpay, Clearpay, Zip, Affirm and Link returns have no referrer. Other hosted checkouts can become a Referral visit if the return takes more than 30 minutes. On-page overlays avoid that split.