Multi-touch attribution
Use multi-touch attribution for journeys with several source interactions.
Last updated June 3, 2026
Multi-touch attribution spreads credit when a customer returns through more than one known source before buying.
Options / Configuration
| Model | Used for |
|---|---|
| Linear credit | Splits revenue evenly across captured touches |
| Known touches | UTMs, referrers, deep links, campaigns, and source tags |
| Unknown gaps | Direct visits stay visible instead of being redistributed |
What happens next
Use linear attribution when paid, organic, and email all contribute to the same purchase path.
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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