# Post Click Attribution

> Crediting a conversion to a prior ad click within an attribution window — the click-based model AnyTrack uses, with First Click and Last Click as the two options.

Post-click attribution credits a [conversion](/glossary/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

- [Post View Attribution](/glossary/post-view-attribution) — credits an impression the user saw; post-click credits a click the user made. AnyTrack does only post-click.
- [Attribution model](/glossary/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

When a visitor clicks an ad and later converts, AnyTrack matches the conversion to that click using first-party data and [UTM parameters](/glossary/utm-parameter), within the [attribution window](/docs/property-settings) you set (1, 7, 30 days, or maximum). It then applies your chosen [attribution model](/glossary/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](/docs/conversion-attribution-matrix).