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When a visitor clicks more than one link before buying, the attribution model decides which click gets the credit. TrackRev supports three models, and you can switch between them at any time — TrackRev recomputes from the same underlying events, so you never re-tag a single link.

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The models

Last touch

100% of credit to the most recent click before the purchase. The default — best for performance marketing.

First touch

100% of credit to the first click that introduced the visitor. Best for measuring what fills the top of the funnel.

Linear

Credit split evenly across every click in the journey. Best for a balanced, multi-touch view.
TrackRev’s models are last-touch, first-touch and linear. Position-based (U-shaped) and time-decay models aren’t offered today.

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Change your model

1

Open Attribution settings

Go to Insights → Attribution (/attribution). You’ll see three radio cards:
  • Last touch — “Credit the most recent click before purchase. Good default for performance marketing.”
  • First touch — “Credit the very first click that introduced the visitor.”
  • Linear — “Split credit evenly across every click in the journey.”
2

Pick a model and save

Select one and click Save. The active model is shown in the header of the Channels page, e.g. “…last touch attribution.”
Changing the model applies to new orders. Re-attributing historical orders when you switch models is a planned background job — existing attributed orders keep the credit they were given at ingest time.

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An example

A visitor clicks your Newsletter link on Monday and your Twitter link on Thursday, then buys on Friday for $200:

Set your attribution window

The model decides who gets credit; the window decides how far back TrackRev looks.