Attribution documentation

Attribution tracks every visit, ad click and conversion at the level of the individual person, ties your ad spend to the revenue in your own systems, and splits the credit for each conversion across the touches that led to it. Every number on the dashboard opens up to the visitors and visits behind it, so you can see why a channel gets the credit it gets, not just that it does.

Start here

Set up Attribution

• Setup checklist: the first week in order, what can be done before your developer is finished, and what to expect while the data fills in.
• Install the snippet: the JavaScript snippet and the three calls, page(), identify() and track().
• Bring your own data: already on Shopify, Segment, Heap or another platform? Point its tracking at Attribution, no code on your site.
• Test your install: watch your events arrive live and check the data collection status.

Read your numbers

• From visit to conversion: one visitor, three visits and a purchase, and how Attribution turns them into credit and return on ad spend.
• Dashboard report: the control bar, the channel rows and the visitor sidebar, column by column.
• Attribution models: the five ways a conversion's credit can be split, on one visitor.
• Attribution types: Lookback Window or Marketer Spend View, which end of the journey the date range anchors on.

Connect your tools

• Ad integrations: Google, Meta, LinkedIn, Microsoft, TikTok and the rest; spend and clicks arrive and the channels build themselves.
• Conversion integrations: HubSpot, Salesforce, Stripe and others; where conversions and revenue come from when they do not happen on your site.
• Exporting data: the raw visits, events and attributed results in your own warehouse.

Browse by section

• Get started: install, test and understand your first numbers.
• Bring your own data: Segment, RudderStack, Shopify, BigCommerce, Heap, Amplitude and Google Tag Manager.
• How it works: visits and visitors, channels and filters, the Dashboard Builder, models, attribution types, traffic options, saved views and the glossary.
• Reports: the dashboard, cohorts, paths and first-time purchasers.
• Advanced features: company-based attribution, currencies, TV, offline conversion events, cross-domain tracking, historical imports and sending results back to Segment.
• Ad integrations: one page per ad platform.
• Conversion integrations: one page per CRM, billing and lead tool, plus CSV upload.
• Exporting data: the export schema, S3, Google Cloud Storage and Azure, and ETL into Redshift, BigQuery or Snowflake.
• AI and API: the MCP server for your AI assistant and the API with OAuth.

For developers and AI

• JavaScript API: page(), identify(), track() and alias() in the browser.
• HTTP API: the same calls from your server, and the way to import historical data.
• MCP server: connect Claude, Cursor or ChatGPT to your project and ask questions of the real numbers; the tool catalog and the changelog.
• API authentication: OAuth 2.0 with PKCE for your own apps.
• ETL for your database: load the exports into Amazon Redshift, Google BigQuery or Snowflake.

Common questions

• Why do All Traffic and Raw Traffic disagree? Default channels.
• Which attribution model should I use? Attribution models, the choosing section.
• Why did a conversion land in Unknown Source? Default channels.
• What changes when I change the lookback window? Attribution types.
• Should direct visits get credit? Traffic options.
• How do I add a channel for a campaign nothing is catching? Channels, filters & groups and the Dashboard Builder.
• Why is my HubSpot or Stripe revenue in Unknown Source? Install the snippet, the identify() section.
• Can several people from one company share a journey? Company-based attribution.

Help

Write to [email protected]. For the longer arguments behind the features, the Attribution blog.