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.
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 AnyTrack dashboard labels these two models First Ad Click and Last Ad Click — the same first-click and last-click models, named to stress that only ad clicks are credited (organic, email, and direct touches don’t take the credit). “First Click”/“Last Click” and “First Ad Click”/“Last Ad Click” refer to the same two models.
Frequently asked questions
FAQ was last reviewed on 2026-06-25
