Attribution

A buyer often meets a brand several times before buying: an ad, a search, an email, a link from a friend. Attribution is the rule that turns that path into credit, so you can say which channel or campaign earned the sale.

Every attribution result has three parts:

• The touches a tool can see. A tool only credits what it recorded. A Meta ad that was viewed on a phone, then a purchase on a laptop, is invisible to a tool that cannot link the two devices.
• The model. First touch gives all the credit to the first known touch, last click to the last one, and multi-touch models split it.
• The window. How far back a touch can be and still get credit, such as 7 days after a click.

Because each tool sees different touches and uses its own model and window, two honest tools give two different answers for the same sale. The attribution models guide works through one buyer's path under each rule.

In Sporetag, the attribution report shows conversions and revenue by source, campaign, ad platform and short link, by first touch and by last touch.