# Attribution

> The process of matching a conversion to the ad campaign and traffic source that drove it, using click-based first-party data and UTM parameters.

AnyTrack attribution matches conversions to the campaigns and traffic sources that drove them, using **click-based** attribution with first-party data and UTM parameters. Unlike ad platforms — which see only their own network — AnyTrack credits across every source (paid, organic, email, social, direct) in a single report.

## What Attribution means for each marketer

- **Affiliate marketer:** Which click and source drove the network-credited sale.
- **eCommerce marketer:** Which channel actually scaled revenue, reconciling Meta vs Shopify.
- **Lead-gen marketer:** Tying a closed or offline deal back to the original ad.
- **Business owner:** The one defensible number linking spend to revenue.

## How AnyTrack handles Attribution

- **Two click-based models**, switchable in the [Campaign Report](/docs/campaign-report): **Last Click** (credits the last ad click) and **First Click** (credits the first). Switching is a view toggle in the Attribution dropdown, not a settings change.
- **Click-only — no post-view attribution** (a key difference from Meta, which counts views).
- **Attribution window** configurable in Property Settings: 1 day, 7 days, 30 days, or maximum (unlimited).
- **Requires UTM parameters** on campaigns; without them AnyTrack cannot attribute a conversion to a specific campaign.

## Attribution vs Conversion vs Event Match Quality

- [Conversion](/glossary/conversion) — the event being credited, not the crediting.
- [Event Match Quality](/glossary/event-match-quality) — an ad-platform match score, not AnyTrack's source crediting.