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.
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 |
|---|---|
| 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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