Attribution Models

What is Attribution?

Attribution decides how Vendo divides the credit for a conversion across marketing touchpoints. In Vendo, you can select an attribution model before you import conversions into these ad platforms:

• Google Ads
• Meta Ads
• Microsoft Ads
• TikTok Ads
• Snap Ads
• Pinterest Ads
• LinkedIn Ads
• X (Twitter) Ads
• Axon Ads

If you do not want to apply an attribution model, the Participation option gives credit to every touchpoint in a conversion. When there are multiple touchpoints in the same channel, Vendo divides the credit among them.

Attribution Models

1. Last Click Attribution

The last ad interaction gets all the credit.

Meta [0%] → Google Search [0%] → Google Display [100%] → Converts

2. First Click Attribution

The first touchpoint gets all the credit.

Meta [100%] → Google Search [0%] → Google Display [0%] → Converts

3. Linear Attribution

Vendo divides the credit equally among all touchpoints.

Meta [33%] → Google Search [33%] → Google Display [33%] → Converts

4. Time Decay Attribution

Touchpoints that occur closer to the conversion get more credit. This reflects their stronger influence on the decision.

Meta [20%] → Google Search [30%] → Google Display [50%] → Converts

5. Position-Based Attribution (U-Shaped)

This model gives more credit to the first and last touchpoints, and less credit to the touchpoints in the middle. The first and last touchpoints each get 40%. Vendo divides the remaining 20% among the middle touchpoints.

Meta [40%] → Google Search [20%] → Google Display [40%] → Converts

6. Participation (No Attribution Applied)

Every touchpoint that leads to a conversion gets credit.

Cross-Channel Example:

Meta [100%] → Google Search [100%] → Converts

Cross-Channel and Within-Channel Example:

Meta [100%] → Google Search [50%] → Google Display [50%] → Converts

How Vendo Tracks Click IDs

Vendo uses click IDs from ad platform URLs to match conversions to ad interactions. Vendo supports these platforms:

Lookback Window

The Lookback Window on the Attribution page sets how far back Vendo looks for clicks to attribute to a conversion. For example, for a conversion on January 8th with a 7-day lookback window, Vendo looks for clicks from January 1st onward. Enter 1 to 90 days. The default is 7 days.

Guidelines:

• Long decision cycles (for example, vehicle purchases): Use a longer window, such as 28 days.
• Short conversion cycles (for example, online purchases): A 7-day window is usually enough.

A conversion destination also has a Lookback Window field: 1, 7, 14 or 28 days (default: 7 days). This field does not change which clicks get credit. It sets how many days of conversions each export reads again, so that the export also sends conversions that the attribution run updates later.