Foundation · 2 min
What you need to know
What is ecommerce attribution?
Ecommerce attribution is the method used to assign observed conversion credit to marketing touchpoints. It describes a reporting rule or model, not certain proof that the credited touchpoint caused the sale.
Which marketing channel should get credit for a sale?
Credit depends on the chosen model and decision. Use first-touch views for discovery questions, later-touch views for closing interactions and incrementality evidence for causal budget decisions.
What is first-click attribution?
First-click attribution gives all conversion credit to the first recorded eligible marketing interaction. It highlights discovery but ignores later touchpoints and any earlier unobserved influence.
What is last-click attribution?
Last-click attribution gives all credit to the last eligible interaction before conversion, often excluding direct traffic under platform rules. It favors closing touchpoints and understates earlier influence.
First-click vs last-click attribution: what’s the difference?
First-click credits the first observed interaction, while last-click credits the final eligible interaction. Comparing them shows how budget conclusions depend on where the customer path is credited.
What is multi-touch attribution?
Multi-touch attribution distributes conversion credit across more than one recorded interaction using rules or a data-driven model. Its result still depends on identity, consent, tracking coverage and model assumptions.
Why do analytics platforms report different revenue?
Platforms use different attribution windows, identities, time zones, conversion dates, models, deduplication and refund handling. Reconcile transaction IDs and definitions before treating any difference as an error.
Why is attribution never perfectly accurate?
Attribution is incomplete because customer influence crosses devices, offline activity, privacy choices, untagged links and unobserved word of mouth. Models allocate limited evidence rather than reconstructing the full causal path.
How should merchants make decisions when attribution is uncertain?
Compare multiple models, reconcile to store outcomes, run incrementality tests where possible and make decisions that remain reasonable across plausible credit allocations. Record uncertainty instead of hiding it.
A quick store check
Compare the same sales period under two attribution models and document which budget decision would change.
Foundation · 2 min
Frequently asked questions
Can attribution prove that marketing caused a sale?
No. Attribution assigns observed credit; controlled lift evidence is stronger for estimating causation.
Should the attribution model change every month?
No. Frequent changes break comparability; change only for a documented decision need and restate affected trends.