Link Attribution

Why the Same Person Touches Multiple Links

Most buyers do not click one link and convert. They might see a social ad, search the brand name later, click an email, then finally convert from a direct visit days after. Link attribution decides how credit for that conversion gets split, or assigned entirely, across those touches, which is why the same conversion can look completely different depending on which attribution model is applied.

The Model Choice Changes the Answer

Last-click attribution gives all the credit to the final link before conversion, simple to read but it undervalues the channels that built awareness earlier. First-click does the opposite. Multi-touch models split credit across the whole path, more accurate but harder to explain in a quick report. We pick the model based on the decision it needs to inform, last-click is fine for a simple paid search report, multi-touch matters more when justifying investment in a channel that rarely gets the final click.

The Tracking Gap to Watch

Attribution is only as good as the tracking behind it. Ad blockers, privacy settings, and cross-device behavior, someone clicks on a phone, buys on a desktop, all create gaps where a real touch never gets recorded, so we treat attribution reports as a strong directional read rather than a perfectly complete one.