> ## Documentation Index
> Fetch the complete documentation index at: https://doc.trackrev.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution models

> Choose how credit is assigned across a visitor's journey — last-touch, first-touch or linear — and switch any time without re-tagging.

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.

## The models

<CardGroup cols={3}>
  <Card title="Last touch" icon="arrow-right-to-line">
    100% of credit to the **most recent** click before the purchase. The default — best for
    performance marketing.
  </Card>

  <Card title="First touch" icon="arrow-left-to-line">
    100% of credit to the **first** click that introduced the visitor. Best for measuring what
    fills the top of the funnel.
  </Card>

  <Card title="Linear" icon="chart-line">
    Credit split **evenly** across every click in the journey. Best for a balanced, multi-touch
    view.
  </Card>
</CardGroup>

<Note>
  TrackRev's models are last-touch, first-touch and linear. Position-based (U-shaped) and
  time-decay models aren't offered today.
</Note>

## Change your model

<Steps>
  <Step title="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."*
  </Step>

  <Step title="Pick a model and save">
    Select one and click **Save**. The active model is shown in the header of the
    [Channels](/link-tracking/channels) page, e.g. *"…last touch attribution."*
  </Step>
</Steps>

<Warning>
  **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.
</Warning>

## An example

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

| Model       | Newsletter gets | Twitter gets |
| ----------- | --------------- | ------------ |
| Last touch  | \$0             | \$200        |
| First touch | \$200           | \$0          |
| Linear      | \$100           | \$100        |

<Card title="Set your attribution window" icon="clock" href="/revenue-attribution/attribution-windows">
  The model decides *who* gets credit; the window decides *how far back* TrackRev looks.
</Card>