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 and changes how credit is assigned across the visitor journey.
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. The same sales stay in the report, but source credit changes based on the selected model.
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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