Attribution
Attribution
Models, lookback windows, channel taxonomy, and how the math actually works.
This section is the deep technical reference for attribution. If you want a higher-level conceptual read, How attribution works is the right entry point. If you want decision guidance, the guide Picking the right attribution model is faster.
In this section
- How attribution is computed — the math, step by step
- Switching models — toggle behavior and per-page model context
- Lookback windows — the 30-day default and why it's fixed in v1
- Channel taxonomy — the seven channels and how source/medium/campaign roll up
For an at-a-glance summary of all three v1 models, see Attribution models.