# Attribution model

> The rule that decides which touchpoint gets credit for a conversion — AnyTrack offers two click-based models, First Click and Last Click, switchable in the Campaign Report.

An attribution model is the rule that decides which touchpoint gets credit for a [conversion](/glossary/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](/docs/campaign-report) to compare how each credits your campaigns.

## 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

- [Attribution](/glossary/attribution) — the whole crediting process; the model is the rule inside it.
- [Post Click Attribution](/glossary/post-click-attribution) — the basis (credit goes to a click); the model picks *which* click. There is no [post-view](/glossary/post-view-attribution) model in AnyTrack.

## 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](/docs/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.