Attribution models & windows
Understand how credit is assigned across the journey and how your attribution choices shape the numbers.
Attribution models & windows
Attribution decides how conversion credit is shared across the clicks in a journey. Your model and window choices change the numbers you optimise against — so the audit reviews them.
What it checks
- Attribution model — how credit is assigned (for example data-driven vs last-click) and whether it suits your funnel.
- Conversion windows — how long after a click a conversion still counts.
- Consistency — whether your model and windows are coherent across conversion actions.
Why it matters
A short window or a last-click model can make upper-funnel campaigns look worthless when they are actually assisting. The audit flags where your attribution choices may be misrepresenting performance.
How to use it
Read the attribution deep-dive alongside conversion tracking. If attribution is hiding the contribution of a channel or campaign, that is a measurement issue to resolve before drawing conclusions about it.