Post-click attribution credits a conversion to a prior ad click within an attribution window. It is the model AnyTrack uses: AnyTrack never credits an impression, and you choose whether the first or the last ad click in the journey gets the credit: First Click or Last Click. Organic, email, referral, and direct visits never take the credit from an ad click. 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. 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 2026-10-15
