Attribution

Attribution is how you figure out what made someone take action on your website. That action could be a purchase, a form submission, or a button click. In simple terms, attribution answers the question: “Where did this customer come from, and what convinced them to convert?”

It’s about giving credit to the marketing effort, source, or channel that played a role in the conversion. This helps you understand which marketing activities are actually working and which ones might be a waste of time or money.

For example:

  • A visitor clicks a Google ad and makes a purchase = Google Ads gets the credit.
  • Someone sees your Instagram post, visits your site a day later and fills out a form = Instagram may deserve the credit.
  • A returning visitor comes directly to your site and buys = direct traffic might get credit.

Why Attribution Matters

Without proper attribution:

  • You don’t know which campaigns are driving real results.
  • You might turn off the wrong ads.
  • You can’t prove the value of top-of-funnel content like blog posts or social media.

With good attribution:

  • You make better business decisions backed by real data.
  • You know where to invest your time and money.
  • You can optimize your funnel more accurately.

Different Types of Attribution Models

There are several ways to assign credit for conversions. Here are some of the most common models:

Last-Click Attribution

Gives 100% of the credit to the last source the person interacted with before converting. This is the most common and simplest model.

Example: A user first comes from a Facebook ad, then later visits from a Google search and buys. Google Search gets all the credit.

First-Click Attribution

Gives 100% of the credit to the first touchpoint.

Example: In the same case, Facebook gets all the credit, even if the final conversion happened after a Google search.

Linear Attribution

Splits credit equally across all touchpoints. This helps show the full journey.

Example: Facebook and Google Search both get 50% credit.

Time-Decay Attribution

Gives more credit to touchpoints closer to the time of conversion. It assumes the final actions are more influential.

Example: Facebook gets 30%, Google Search gets 70%.

Position-Based (U-Shaped) Attribution

Gives 40% to the first click, 40% to the last click, and 20% shared between the middle touchpoints.

Each model tells a slightly different story. Choosing the right one depends on your goals and how long your typical customer journey is.

View-Through Attribution (Post-View Attribution)

Gives credit for a conversion even if the user didn’t click the ad, as long as they saw it and then later converted.

Example: Someone scrolls past your Facebook ad without clicking. Two days later, they visit your site directly and make a purchase. Meta might still give the ad credit for that conversion using view-through attribution.

Real-World Example

Let’s say you’re running ads on Facebook and Google. You also send out a weekly newsletter.

  1. Monday: Someone clicks your Facebook ad, views a few pages, and leaves.
  2. Wednesday: They click a link in your email newsletter and check out your pricing page.
  3. Friday: They search for your product on Google and complete a purchase.

Depending on your attribution model:

  • Last-click gives credit to Google.
  • First-click gives credit to Facebook.
  • Linear splits it 3 ways.
  • Position-based favors Facebook and Google, with some credit to the email.

Attribution Models by Ad Platform

Google Ads

Google Ads can split credit across multiple touchpoints using machine learning, but only within Google-owned properties or when enough conversion data exists.

  • Default model: Data-driven attribution (DDA) — if enough data is available.
  • Fallback model: Last-click attribution (for smaller accounts).
  • Tracking window: Up to 90 days.
  • Cross-device support: Yes, if user is signed into their Google account.

Meta Ads (Facebook & Instagram)

Meta tracks across Facebook and Instagram, even if users switch devices. It also includes view-through conversions (user saw the ad but didn’t click).

  • Default model: Last touch, unless customized.
  • Tracking window: Default is 7-day click, 1-day view (configurable).
  • Cross-device support: Yes, through logged-in Facebook users.

LinkedIn Ads

LinkedIn focuses heavily on click-based attribution. View-through tracking is limited and only for certain ad types.

  • Default model: Last-click attribution, prioritizing LinkedIn-owned touchpoints.
  • Tracking window: Up to 90 days.
  • Cross-device support: Yes, if user is signed into LinkedIn.

X (formerly Twitter Ads)

X/Twitter gives full credit to the last click or impression, and doesn’t have much flexibility compared to Google or Meta.

  • Default model: Last-touch attribution.
  • Tracking window: Typically 14–30 days.
  • Cross-device support: Yes, if user is logged into Twitter.

TikTok Ads

TikTok provides post-view attribution, which can inflate numbers if you’re not also tracking locally.

  • Default model: Last-click attribution (7-day click, 1-day view by default).
  • Tracking window: Configurable: 1, 7, 28-day click, 1 or 7-day view.
  • Cross-device support: Yes, via TikTok account data.

Pinterest Ads

Like Meta, Pinterest includes view-through conversions by default.

  • Default model: Last-touch attribution.
  • Tracking window: Up to 30 days (click and view).
  • Cross-device support: Yes.

Frequently Asked Questions about Attribution

What is an attribution model and why should I care?

An attribution model decides which source gets credit for a conversion. If you’re running ads, posting on social, sending emails, or writing blog posts, attribution helps you know which of those actually lead to results. Without it, you’re guessing.

Which attribution model should I use?

It depends on your goal:
• Use last-click if you want to know what finally closed the deal.
• Use first-click to understand what got someone in the door.
• Use linear if you want to value the whole journey.

Can one user have multiple sources?

Yes. People often visit your site multiple times before converting often coming from multiple marketing touch points like in the real-world example above.

Does attribution work for returning visitors?

Yes. Which attribution model

Can attribution help me improve my ad spend?

Absolutely. Attribution shows which campaigns lead to real conversions. You can stop wasting money on ads that only drive traffic but don’t convert—and invest more in the ones that do.

What happens if a user switches devices?

Most attribution tracking is browser-based. If someone visits your site on mobile and then converts on desktop, those visits are treated as separate users. However, this is where Enhanced Conversions come into play and why a plugin like Conversion Bridge can help ensure you can get the most accurate attribution possible.

Attribution isn’t just about numbers. It’s about the truth. What’s really bringing in customers? What’s not? With Conversion Bridge, WordPress site owners finally get clear answers—no guessing, no fuzzy data, just visibility that drives smart decisions.

And that’s what tracking should be about.