# Conversion Attribution Matrix

> Get answers about conversion attribution matrix. Understand the key concepts and how they apply to your conversion tracking setup for optimal performance and tracking accuracy.

## What This Matrix Shows

This matrix compares the core attribution and conversion tracking capabilities of AnyTrack, Meta Ads Manager, and Google Analytics 4. Understanding these differences helps you choose the right tool for your tracking needs and identify gaps in your reporting setup.

Key differences include:
- **UTM support** — Whether the platform tracks UTM parameters for campaign attribution
- **Attribution windows** . How long a platform credits a conversion to a click or view
- **Data freshness** . How quickly conversion data appears in reports
- **Multi-channel attribution** . Whether the platform can track revenue across multiple traffic sources

| Capability                 | Meta Ads Manager | GA4        | AnyTrack       |
| -------------------------- | --------------- | ---------- | -------------- |
| `UTM` attribution          | No              | Yes        | Yes            |
| `UTM` reporting            | No              | Yes        | Yes            |
| Ad Set ID/Ad ID tracking   | Yes             | No         | Yes            |
| Ad Set name/Ad name        | Yes             | Yes        | Yes            |
| Post-view reporting        | Yes             | No         | No             |
| Attribution window (click) | 7 days          | Unlimited  | Unlimited      |
| Attribution window (view)  | 24 hours        | .          | .              |
| Attribution delay          | Up to 72 hours  | 4 hours    | Near real-time |
| Lifetime value             | No              | Yes        | Yes            |
| Multi-channel attribution  | No              | Yes        | Yes            |
| Attribution model          | Last ad click   | Last click | Last ad click  |

## Related Articles

- [Install AnyTrack Tag](/docs/install-anytrack-tag)
- [AnyTrack Alternatives](/docs/anytrack-alternatives)
- [AnyTrack Attribution Explained](/docs/anytrack-attribution-explained)