Understanding attribution

How Attribution Reveals What Actually Drives Revenue

Marketing attribution is the process of assigning credit for conversions to specific marketing touchpoints. Instead of crediting only the last click, attribution reconstructs the entire customer journey tracking and distributes credit across all channels using marketing attribution models. Multi-touch attribution helps you improve marketing attribution and move beyond last-click attribution—so you can track marketing ROI and get actionable marketing insights. It answers two critical questions: which marketing activities are actually driving profitable conversions, and how should you allocate your budget across channels to maximize return on investment?

Example

Customer journey and credit distribution

Customer journey and credit distribution: traffic sources (Google Ads, Social, Email, Direct) connected to touchpoints 1–5 and conversion, with credit distribution bar showing 30% Google Ads, 25% Social, 25% Email, 20% Direct

How it works

Convertmax attribution operates in three stages

Data collection

Capturing events via tags and server-side tracking

Identity resolution

Connecting events across sessions using first-party identifiers

Modeling

Applying your chosen attribution model to assign credit and generate reports

Attribution models

How credit is assigned

Attribution modelHow credit is assignedBest for
First-Touch100% credit to the first interactionMeasuring awareness campaigns
Last-Touch100% credit to the final interactionEvaluating closing channels
LinearEqual credit across all touchpointsBalanced, holistic view
U-Shaped40% first, 40% last, 20% middleValuing discovery and close
Time-DecayMore credit to recent touchpointsShort sales cycles
Data-DrivenAlgorithmic credit based on patternsHigh-volume, advanced teams

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