Attribution models
How first-touch, last-touch, and linear attribution assign revenue.
Last updated June 3, 2026
Attribution models decide which source gets credit for a sale. Grometrics keeps the same revenue event intact, uses your Settings default when the Attribution URL has no model override, and changes how credit is assigned across the visitor journey.
Revenue stays in the period when the payment occurred. Source, campaign, page, screen, country, device, operating system, and app version come from the recorded customer touch selected by the model. A delayed payment can use an earlier visit without counting provider delivery as a visit.
Options / Configuration
| Model | Used for |
|---|---|
| First-touch | Credits the source that first brought the visitor in |
| Last-touch | Credits the final source before the purchase |
| Linear | Splits credit across known touches in the journey |
What happens next
Open Attribution and switch models to create a shareable URL view without changing the default model saved in Settings.
Troubleshooting
Revenue shows as Direct
Confirm the visitor had a captured source before purchase and that the payment event includes the visitor or session identity.
A source looks over-credited
Switch attribution models and compare first-touch, last-touch, and linear credit before changing spend.
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