Attribution Models

What is Attribution?

Attribution determines how credit for a conversion is allocated across different marketing touchpoints. In Vendo, you can select an attribution model before importing conversions into Google Ads, Meta Ads, or Microsoft Ads.

If you prefer not to apply an attribution model, the Participation option assigns credit to every touchpoint involved in a conversion. When multiple touchpoints exist within the same channel, credit is split among them.

Attribution Models

1. Last Click Attribution

The final ad interaction receives full credit.

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

2. First Click Attribution

The initial touchpoint gets complete credit.

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

3. Linear Attribution

Credit divides equally among all touchpoints.

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

4. Time Decay Attribution

Touchpoints occurring closer to conversion receive more credit, reflecting their stronger influence on decision-making.

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

5. Position-Based Attribution (U-Shaped)

This model emphasizes the first and last touchpoints while minimizing credit for middle interactions. First and last touchpoints each receive 40%, with the remaining 20% distributed among middle touchpoints.

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

6. Participation (No Attribution Applied)

Every touchpoint leading to a conversion receives 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 map conversions to ad interactions. The following platforms are supported:

Lookback Window

The lookback window specifies how far back clicks can be attributed to a conversion. For example, a conversion on January 8th with a 7-day lookback window searches for clicks from January 1st onward.

Guidelines:

• Long decision cycles (e.g., vehicle purchases): Use a 30-day window
• Short conversion cycles (e.g., online purchases): A 7-day window typically suffices

The lookback window is configurable from 1 to 90 days (default: 7 days). Choose a window matching your industry and sales cycle.