An attribution model is the rule that decides which touchpoint gets credit for a conversion. Models exist across the industry (last-click, first-click, linear, time-decay, data-driven); AnyTrack offers two click-based models — First Click and Last Click — and you switch between them in the Campaign Report to compare how each credits your campaigns. In AnyTrack, the click is always an ad click: a visit from a paid channel, such as paid social, paid search, or paid display. Organic, email, referral, and direct visits never take the credit from an ad click.
What each attribution model means for each marketer
Section titled “What each attribution model means for each marketer”- Affiliate marketer: usually Last Click — the click closest to the network-credited sale.
- eCommerce marketer: compare First vs Last Click to see whether prospecting or retargeting earned the order.
- Lead-gen marketer: First Click often matters more — the campaign that introduced a lead closed offline later.
- Business owner: one model, chosen and trusted, that links spend to revenue.
Attribution model vs Attribution vs Post Click Attribution
Section titled “Attribution model vs Attribution vs Post Click Attribution”- Attribution — the whole crediting process; the model is the rule inside it.
- Post Click Attribution — the basis (credit goes to a click); the model picks which click. There is no post-view model in AnyTrack.
How AnyTrack uses the attribution model
Section titled “How AnyTrack uses the attribution model”Switching models is a view toggle in the Campaign Report’s Attribution dropdown — not a settings change — so historical data is unaffected and you can flip between First Click and Last Click freely. The model works together with the attribution window (1, 7, 30 days, or maximum, set in Property Settings). Both models are click-only.
The Campaign Report dropdown labels these two models Last Click (the default) and First Click. AnyTrack docs also call them First Ad Click and Last Ad Click, to stress that both models credit an ad click: organic, email, referral, and direct visits never take the credit from an ad click. Both names refer to the same two models. When the journey has no ad click inside the attribution window, the conversion goes to the channel of the first or the last visit, such as Direct, Referral, Email, or Organic.
Property Settings has no model setting. Its Attribution Model field shows Automatic (Last Click) and does not change your reports. AnyTrack records every ad click, so the Campaign Report can show either model for the same conversions.
Multi-touch attribution and the AnyTrack attribution model
Section titled “Multi-touch attribution and the AnyTrack attribution model”AnyTrack has no multi-touch attribution model. A multi-touch model splits the credit for one conversion across several touchpoints. AnyTrack credits each conversion to one ad click, the first or the last. It does not split credit, and it does not record who viewed an ad. Only ad platforms see ad views.
Each ad platform applies its own attribution model to the conversions that AnyTrack sends, such as data-driven attribution in Google Ads and incremental attribution in Meta. AnyTrack sends every mapped event to every connected ad platform’s Conversion API. AnyTrack sends the identifiers that it has collected and that the platform accepts: the ad click ID, the platform’s own client ID, the AnyTrack Client ID, hashed customer data, the IP address, and the user agent. See AnyTrack identifiers. The platform uses these identifiers to match the conversion to its own ad views and clicks. One sale can therefore appear as an attributed result on several platforms, while AnyTrack’s own report credits it to one ad click.
Attribution model comparison in the Campaign Report
Section titled “Attribution model comparison in the Campaign Report”The Campaign Report shows AnyTrack’s results for the attribution model you select, First Click or Last Click, next to the Attributed Results that each ad platform reports for the same campaigns. The Attribution dropdown shows one model at a time. AnyTrack credits verified ad clicks. The ad platform credits clicks and views by its own rules. The numbers differ, and the difference is expected. Attributed Results are available for Meta Ads, Google Ads, TikTok Ads, ChatGPT Ads, and Microsoft Ads. They are not available for Taboola and Outbrain.
Frequently asked questions
FAQ was last reviewed on 2026-10-24
