How to Use Different Attribution Models in Your Marketing

Alex Thompson

Jan 9, 2025

Table of Contents
Different Attribution Models Available in WhatConverts
Example: Attribution Models in Action
How to Switch Attribution Models – Lead Manager
How to Switch Attribution Models – Reporting
Need Help?

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.

Get in touch today and we’ll walk you through it.

Alex Thompson

Alex Thompson is a professional copywriter and content writer with a passion for turning complex ideas into digestible, educational content that keeps readers engaged. He specializes in content marketing, SEO, and B2B marketing.

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Attribution Models in WhatConverts – Did You Know?