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.
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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