Multi Channel Attribution

Credit conversions across the whole visitor journey — not just the last click.

This feature is available on the Premium plan and above.

Overview

Standard reports credit each conversion to the visitor’s last referrer. But real journeys are longer: a patient might discover you through a social post, return via a search a week later, and finally convert from a direct visit. Multi Channel Conversion Attribution analyzes all the visits leading up to each conversion and distributes credit across those channels according to the attribution model you choose — so channels that start journeys stop being invisible.

Attribution is computed from the visit data you already collect — no tracking changes are needed, and reports can be generated for conversions in your existing data.

Attribution Models

Six models are available. Compare up to three side by side:

Model	How credit is assigned
Last Interaction	Full credit to the last interaction before the conversion
Last Non-Direct	Full credit to the last interaction that wasn’t a direct visit
First Interaction	Full credit to the first interaction — the channel that started the journey
Linear	Credit shared equally across all interactions
Position Based	40% to the first and 40% to the last interaction; the remaining 20% shared across the middle
Time Decay	More recent interactions get a larger share of the credit

There’s no single “correct” model — the insight comes from comparing them. If a channel ranks highly under First Interaction but vanishes under Last Interaction, it’s an initiator: it opens journeys that other channels close.

Enabling Attribution for a Goal

Attribution reports are activated per goal:

Go to Goals → Manage Goals and create or edit a goal
Enable the Multi Channel Conversion Attribution checkbox
Save the goal

New goals get attribution enabled automatically, and if your site has ecommerce enabled, the attribution report for ecommerce orders is available without any setup.

Viewing Attribution Reports

Open Goals → Multi Attribution in the reporting menu (or Ecommerce → Multi Attribution for order revenue). In the report you can:

Pick the goal to analyze
Select up to three attribution models to compare side by side
Set the lookback window — how many days of prior visits count toward each conversion (90 days by default, adjustable)
Switch the analyzed dimension — from channel types down to individual referrer names, campaign names, or campaign keywords

Segments work here like everywhere else, and rows support Row Evolution so you can track a channel’s attributed conversions over time.

Use Cases

Rebalance Marketing Spend

Compare First Interaction vs Last Interaction for your appointment-request goal. Channels that dominate First Interaction are your prospecting channels; cutting their budget because last-click reports undervalue them starves the top of your funnel.

Blog content and social media rarely close conversions, but they often start them. Linear or Position Based models show their real contribution to patient acquisition.

Understand Campaign Interplay

Analyze by campaign name to see how awareness campaigns feed conversion campaigns — and how much credit each deserves under different models.

Sanity-Check Before Reporting

Run three models side by side before standardizing on one for executive reporting. If channel rankings are stable across models, your numbers are robust; if they swing wildly, journeys are long and model choice matters.

Best Practices

Match the lookback window to your decision cycle — healthcare journeys (researching providers, comparing options) often justify the full 90 days; short transactional cycles can use less
Compare models rather than trusting one — the deltas between models are the insight
Combine with campaign tracking — attribution is only as good as your campaign tagging; untagged traffic collapses into generic channels

Privacy

Attribution analyzes visit data that’s already collected — it tracks nothing new about your visitors and introduces no additional cookies or identifiers.

Limitations

Attribution connects visits from the same visitor; privacy features that limit cross-visit recognition shorten the journeys that can be analyzed
Conversions are attributed within the configured lookback window — touchpoints older than the window aren’t credited
Reports are per goal (or ecommerce orders); enable the checkbox on each goal you want analyzed

Next Steps

Goals — Define the conversions worth attributing
Campaign Tracking — Tag campaigns so channels are identified correctly
Acquisition Reports — Your last-click channel reports, for comparison