Post-click attribution credits a conversion to a prior ad click within an attribution window. It is the model AnyTrack uses: every conversion is tied to an actual click, never an impression, and you choose whether the First Click or the Last Click in the journey gets the credit. In the wider industry it’s also called click-through attribution.
Post Click Attribution vs Post View vs Attribution model
Section titled “Post Click Attribution vs Post View vs Attribution model”- Post View Attribution — credits an impression the user saw; post-click credits a click the user made. AnyTrack does only post-click.
- Attribution model — post-click is the basis; the attribution model is the rule (First Click or Last Click) that decides which click is credited.
How AnyTrack does post-click attribution
Section titled “How AnyTrack does post-click attribution”When a visitor clicks an ad and later converts, AnyTrack matches the conversion to that click using first-party data and UTM parameters, within the attribution window you set (1, 7, 30 days, or maximum). It then applies your chosen attribution model to credit either the first or the last ad click. Because ad platforms add post-view on top of post-click, their totals run higher than AnyTrack’s — see the Conversion Attribution Matrix.
Frequently asked questions
FAQ was last reviewed on 2026-06-25
