Goal Attribution

Pro Plan

Attribution helps you understand what drives conversions. Learn which traffic sources, campaigns, and touchpoints deserve credit.

What Is Attribution?

Attribution assigns credit for conversions:

User Journey:
Google Ad → Blog Post → Direct Visit → Purchase

Which touchpoint gets credit?

Why Attribution Matters

Without attribution, you can't know:

• Which marketing works
• Where to invest budget
• What content converts
• Which campaigns succeed

Attribution Models

Last Touch (Default)

Credit goes to the final touchpoint:

Journey	Credited Source
Google → Facebook → Direct	Direct
Organic → Email → Purchase	Email

Best for:

• Simple analysis
• Direct response campaigns
• Immediate conversions

First Touch

Credit goes to the first touchpoint:

Journey	Credited Source
Google → Facebook → Direct	Google
Organic → Email → Purchase	Organic

Best for:

• Understanding discovery
• Awareness campaigns
• Brand measurement

Linear

Credit split equally:

Journey	Credit Distribution
Google → Facebook → Direct	33% each
Organic → Email → Purchase	50% each

Best for:

• Valuing all touchpoints
• Long consideration cycles
• Multiple campaign types

Time Decay

Recent touchpoints get more credit:

Journey	Credit Distribution
Google → Facebook → Direct	15% / 30% / 55%

Best for:

• Long sales cycles
• Many touchpoints
• Recency importance

Position Based (U-Shaped)

Scale Plan

First and last get most credit:

Journey	Credit Distribution
Google → Facebook → Direct	40% / 20% / 40%

Best for:

• Valuing discovery and conversion
• B2B marketing
• Balanced view

Viewing Attribution

Attribution Report

Go to Analytics → Attribution:

Source	Last Touch	First Touch	Linear
Google Ads	45	62	52
Organic	38	45	40
Direct	52	18	35
Email	30	8	22

Insights from Comparison

From above:

• Google Ads drives discovery (First > Last)
• Direct closes sales (Last > First)
• Email nurtures (Linear balanced)

Changing Models

1. Open Attribution report
2. Select attribution model
3. View updated credit

Attribution Window

What Is the Window?

Time period for crediting sources:

Attribution window: 30 days

Day 1: Google click
Day 15: Facebook click
Day 20: Purchase → Both credited (within window)

Day 1: Google click
Day 45: Purchase → Not credited (outside window)

Window Options

Window	Use Case
7 days	Quick purchases
14 days	Standard e-commerce
30 days	Considered purchases
60 days	B2B, high-value
90 days	Enterprise sales

Choosing a Window

Consider:

• Typical time to purchase
• Industry norms
• Customer behavior data
• Average deal value

Source Attribution

Traffic Sources

See goal credit by source:

Source	Conversions	Rate	Value
Organic Search	150	3.2%	$15,000
Google Ads	120	4.1%	$12,000
Facebook	85	2.8%	$8,500
Email	95	5.2%	$9,500
Direct	200	1.5%	$20,000

Key Metrics

Metric	Description
Conversions	Total credited goals
Conversion Rate	Conversions / Sessions
Value	Total goal value
Cost per Conversion	Ad spend / Conversions

Source Drill-Down

Click any source to see:

• Specific campaigns
• Keywords (for search)
• Individual referrers
• Landing pages

Campaign Attribution

Campaign Tracking

Use UTM parameters:

yousite.com/?utm_source=facebook
            &utm_medium=cpc
            &utm_campaign=spring_sale
            &utm_content=ad_variation_1

Campaign Report

Campaign	Conversions	Value	Cost	ROAS
Spring Sale	85	$8,500	$2,000	4.25x
New Product	62	$6,200	$1,800	3.44x
Retargeting	120	$12,000	$1,500	8.00x

Multi-Campaign Journeys

Scale Plan

See campaign paths:

Campaign A → Campaign B → Conversion

Page Attribution

Landing Page Performance

Which landing pages convert:

Landing Page	Visitors	Conversions	Rate
/pricing	5,000	250	5.0%
/features	8,000	200	2.5%
/blog/post-1	12,000	120	1.0%

Content Attribution

See content that assists conversion:

Content	Assists	Conversions
/blog/guide	450	30
/case-studies	280	85
/pricing	120	250

Assisted Conversions

Content that helps but isn't last touch:

• Blog posts that educate
• Comparison pages
• FAQ content

Goal-Specific Attribution

By Goal Type

Compare attribution by goal:

Goal	Top Source (Last)	Top Source (First)
Purchase	Direct	Google Ads
Sign Up	Organic	Blog
Demo	Email	LinkedIn

Goal Value Distribution

Source	Leads (Low)	Sales (High)
Organic	60%	25%
Paid	25%	50%
Direct	15%	25%

Multi-Touch Journeys

Scale Plan

Viewing Full Journeys

See complete paths to conversion:

Journey 1: Google → Blog → Pricing → Direct → Purchase
Journey 2: Facebook → Home → Exit → Retarget → Purchase
Journey 3: Email → Pricing → Purchase

Common Patterns

Identify winning patterns:

• Shortest paths
• Most common paths
• Highest value paths

Path Length Analysis

Path Length	% of Conversions
1 touchpoint	35%
2 touchpoints	28%
3-4 touchpoints	25%
5+ touchpoints	12%

Optimization with Attribution

Budget Allocation

Use attribution to allocate spend:

Source	Current Spend	Attributed Value	Action
Google	$5,000	$15,000	Increase
Facebook	$4,000	$4,000	Review
Display	$3,000	$1,500	Reduce

Campaign Optimization

Based on attribution:

• Double down on high performers
• Fix or kill low performers
• Test new similar campaigns

Content Strategy

Based on content attribution:

• Create more converting content types
• Improve high-traffic, low-conversion
• Promote high-value content

Troubleshooting Attribution

Missing Attribution

If sources show as "Direct":

• UTM parameters missing
• Referrer stripped
• Private browsing
• App traffic

Inconsistent Data

If numbers don't match:

• Check attribution window
• Verify goal tracking
• Compare models fairly

Low Touch Points

If paths are short:

• Consider shorter window
• Check cross-device
• May be normal for product

Best Practices

Use Consistent UTMs

Standardize tagging:

• Document UTM conventions
• Use a UTM builder
• Audit regularly

Compare Models

Don't rely on one model:

• View multiple perspectives
• Understand each model's bias
• Make informed decisions

Consider the Customer

Match model to customer:

• Quick purchases → Last touch
• Research heavy → Linear or position
• Long cycles → Time decay

Next Steps

• Revenue attribution
• Traffic sources analysis
• Campaign tracking setup