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Documentation Guides Attribution Models

Attribution Models

Attribution models define how credit for conversions (such as purchases, sign-ups, or other desired actions) is assigned to different touchpoints along a visitor’s journey. WP Statistics offers two attribution models: First-Touch and Last-Touch. These models give you flexibility in determining which interactions or referrals are credited for driving conversions on your website.

1. First-Touch Attribution

The First-Touch Attribution model assigns credit for a conversion to the visitor’s initial interaction with your website. Regardless of how many times the visitor returns or interacts with your site before converting, the first referral source is credited for the conversion.

Example:

  • A visitor first arrives at your website via a Facebook ad.
  • Later, they return via a Google search and then through a direct visit.
  • They make a purchase after the direct visit.

First-Touch Model Result: The conversion is credited to the Facebook ad, the first interaction that introduced the visitor to your site.

Use Case:

This model is best for measuring which channels or campaigns are driving initial interest and traffic to your website. It’s useful for businesses focusing on awareness and acquiring new visitors.

2. Last-Touch Attribution

The Last-Touch Attribution model gives credit for a conversion to the visitor’s most recent interaction or referral before they convert. When a visitor returns to your site via a new referral or campaign, the referral source is updated to reflect the latest touchpoint.

Example:

  • A visitor first arrives at your website via a Facebook ad.
  • They later return via Google search and then make a purchase after a direct visit.

Last-Touch Model Result: The conversion is credited to the Google search (the most recent meaningful referral before the direct visit).

Direct Visits in Last-Touch Attribution:

  • If a visitor comes directly to your site (without any referral or UTM parameters), the existing referral information is not overwritten. This ensures that meaningful referral sources (such as search engines or campaign links) are preserved.
  • The referral is only updated when there is a new referral with valid parameters (e.g., from a UTM-tagged campaign or external referral link).

Use Case:

Last-Touch Attribution is ideal for businesses looking to optimize conversion strategies. It helps identify which touchpoints are most effective in driving users to complete desired actions, especially for short-term marketing campaigns focused on immediate conversions.

How to Change the Attribution Model in WP Statistics

By default, WP Statistics uses First-Touch Attribution. You can switch to Last-Touch Attribution via the settings.

To change the attribution model:

  1. Go to the Settings -> General menu in WP Statistics.
  2. Find the Attribution Model option.
  3. Choose between First-Touch or Last-Touch.
  4. Save your changes.

Impact of Changing the Attribution Model

Switching from First-Touch to Last-Touch will not affect historical data but will change how future referrals are tracked and reported. Choose the model that best aligns with your objectives, whether it’s understanding how visitors initially discover your site or focusing on the final touchpoints that drive conversions.