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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.
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.
First-Touch Model Result: The conversion is credited to the Facebook ad, the first interaction that introduced the visitor to your site.
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.
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.
Last-Touch Model Result: The conversion is credited to the Google search (the most recent meaningful referral before the direct visit).
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.
By default, WP Statistics uses First-Touch Attribution. You can switch to Last-Touch Attribution via the settings.
To change 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.
Become part of our growing family of +600,000 users and get the tools you need to make smart choices for your website. Simple, powerful insights are just a click away.