Alex Thompson
Marketers use various attribution models to gather different insights from the same data. For example, want to know what marketing is best at attracting leads? Go with First Click. Want to see which pages convert at a higher rate? Try out Last Click.
Being able to switch through these models at will gives marketers the ability to harvest better optimization insights and, consequently, earn better results.
Luckily, WhatConverts makes it a snap to switch through multiple attribution models with your lead data.
Different Attribution Models Available in WhatConverts
There are five different attribution models you can use in WhatConverts:
| Model | Definition | When to Use |
| First Click Attribution | Tracks the first source/medium/etc. that a visitor followed before converting | When you want to know what marketing is bringing leads in |
| Last Click Attribution | Tracks the last source/medium/etc. that a visitor followed before converting | When you want to know what marketing is converting leads |
| Last Contact Attribution | This is the last page a lead visited first in a session, even after they’ve already converted | When you want to know how leads are continuing to interact with your site |
| Last Non-Direct Attribution | Similar to Last Click Attribution, except it searches back through the Customer Journey to find the last visit that wasn’t Direct | When you want to ignore “Direct” traffic, i.e., traffic that types in your URL instead of finding it organically or via paid channels |
| Last Paid Attribution | Last paid advertisement a visitor clicked on to reach the site | When you want to know what the last paid marketing was that converted a visitor, i.e., ignores organic, direct, etc. |
Example: Attribution Models in Action
To help you better understand each model, let’s look at an example.
Let’s say a visitor had the following customer journey:
- Clicked a Google ad
- Clicked a Facebook ad
- Clicked an organic search result link
- Went directly to the site and called the tracking number
- Visited your pricing page
| Model | Attribution |
| First Click Attribution | Google CPC – This is the Google ad |
| Last Click Attribution | (Direct) – Visited your site and converted |
| Last Contact Attribution | /pricing – Visited your pricing page |
| Last Non-Direct Attribution | Google Organic – Visited organically before going directly to your site |
| Last Paid Attribution | Facebook CPC – Last paid channel before converting |
As you can see, attribution for a single user’s journey can vary wildly between models. So the simpler it is for you to switch between models, the easier it'll be for you to gather valuable insights.
How to Switch Attribution Models – Lead Manager
- Log in to your WhatConverts account.
- Navigate to the Lead Manager.
- Change Attribution Models.
How to Switch Attribution Models – Reporting
- Log in to your WhatConverts account.
- Navigate to Reporting and choose a report (or build your own).
- Change Attribution Models.
- You can also compare attribution models in your reporting.
Need Help?
Our support team is happy to help you understand and use different attribution models.
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