Attribution Overview
Attribution is one place to measure how your marketing drives conversions and revenue, viewed several ways: by event, by full-journey credit, by campaign, by audience, and by funnel step.
Attribution is one place to measure how your marketing drives conversions: which channels get credit, which campaigns perform, and how much revenue your visitors generate.
It's a single suite built on one dataset. You look at that data several ways depending on the question you're asking: by event, by full-journey credit, by campaign, by audience, and by funnel step. This page helps you pick the right view in a few seconds.
Open Attribution Center in appLooking for multi-touch attribution? Conversion Attribution ships six models on your own first-party data: First Touch, Last Touch, Linear, U-Shaped, J-Shaped, and Time Decay, with lookback windows up to 60 days. How each model splits credit walks through the differences with a worked example.
Tracking healthcare events? Adopt the Standard Healthcare Events schema and attribution gets easier. Because events like
appointment_bookedandrevenue_recognizedare recognized automatically, conversion and revenue reporting work without mapping each event by hand.
Why Ours Privacy Attribution
- Built on your own first-party data. Attribution is computed from the events you track with Ours Privacy, not modeled or sampled from an ad platform's reporting. The numbers are yours, end to end.
- HIPAA-compliant by default. Built for regulated workflows, with no separate BAA or compliance add-on required.
- No third-party cookies required. Visitor journeys are stitched from first-party data, so attribution keeps working as third-party cookies go away.
- Multi-touch across devices, not just sessions. Touchpoints are resolved to a person, so a journey that starts on a phone and converts on a laptop is one journey. See Visitor Identity and Matching.
- Six attribution models on the same data. Read one conversion under First Touch, Last Touch, Linear, U-Shaped, J-Shaped, and Time Decay to see which channels hold up and which only look strong under the default.
- One dataset, many lenses. Every view here, plus Web Analytics, reads the same tracked events, so your reports reconcile instead of telling different stories.
Which View Answers Your Question?
| If you want to… | View | It answers |
|---|---|---|
| Explore one conversion event and see who converted and where they came from | Event Attribution Insights | "Who converted, and what channel brought them in?" |
| Split credit for one conversion event across every touchpoint in the journey | Conversion Attribution | "Which channels deserve credit, across the whole journey?" |
| Compare specific campaigns or UTM combinations side by side | UTM Performance Comparison | "How do these campaigns stack up against each other?" |
| Measure how a defined audience converted and what revenue it drove | Audience Performance | "How well did this audience convert, and what did it earn?" |
| See where visitors drop off across an ordered sequence of steps | Funnels | "Where in my flow do people fall out?" |
| Walk the paths visitors take through your site, one step at a time | Journey Explorer | "Once someone did this, where did they go next?" |
| Summarize the sources, timing, and pages behind a conversion event | Conversion Journey Summary | "What did the journeys of the people who converted look like?" |
| Understand what can and cannot be measured in a mobile app | Mobile App Attribution | "What do we get from our app, and do we need a mobile measurement partner?" |
The Views
Event Attribution Insights
Event Attribution Insights zooms in on a single conversion event and the visitors behind it: how the event trends over time, who triggered it, which pages they entered on, and which sources brought them in. A fast, visitor-level diagnostic with first-touch or last-touch attribution and UTM filtering.
Conversion Attribution - Multi-Touch
Conversion Attribution is full-journey multi-touch attribution (MTA). It splits conversion credit across every source, medium, and campaign that touched a visitor before they converted, using six attribution models (First Touch, Last Touch, Linear, U-Shaped, J-Shaped, and Time Decay) so you can see past last-click reporting. How each model splits credit works through the differences on one journey.
Lookback windows of 7, 14, 30, or 60 days, with results broken down by source, medium, and campaign, and exportable to CSV.
Early access. Conversion Attribution is rolling out gradually. Contact your account representative to turn it on for your organization.
UTM Performance Comparison
UTM Performance Comparison builds a side-by-side table of specific UTM combinations and compares them on visitors, sessions, events, and conversion rate. Best for head-to-head campaign questions like "did the email campaign or the paid social campaign drive more bookings?"
Audience Performance
Audience Performance measures how an audience you define from session activity converted on a chosen event and the revenue it drove: conversion rates, revenue metrics, and a source/medium/campaign breakdown for any audience you define.
Funnels
Funnels measure conversion and drop-off across an ordered, multi-step path you build, with step-level filters, configurable conversion windows, and session replays of the visitors who fell out. Reach for it when the question is "where in my flow do people leave?" rather than "which channel gets credit?"
Journey Explorer
Journey Explorer walks the paths visitors actually take, one step at a time. Pin a start or end point, then drill column by column to see the next steps visitors took (or the steps before). Open-ended path discovery, rather than a fixed set of steps you define up front.
Early access. Journey Explorer is part of Journeys, which is rolling out gradually. Contact your account representative to turn it on for your organization.
Conversion Journey Summary
Conversion Journey Summary summarizes how visitors reach a conversion event: how many converted, how long it took, how many touchpoints they had, which sources started and closed the journey, and the page flow into the conversion. First-touch and last-touch source breakdowns within an attribution window you choose.
Early access. Conversion Journey Summary is part of Journeys, which is rolling out gradually. Contact your account representative to turn it on for your organization.
What Attribution Is Built On
Every view above is only as good as the journeys behind it, and journeys are only correct if the same person's activity is connected in the first place.
- Visitor Identity and Matching: how one person's touchpoints are connected across devices, browsers, and sessions using server-set first-party cookies, the identifiers you send, and Identity Recovery.
- Custom Domains: serve the SDK first-party so the visitor cookie is server-set and survives browser tracking prevention. The single highest-leverage step for attribution accuracy.
- DSP View-Through Conversions: credit impressions that drove a conversion without a click, for programmatic, CTV, and audio campaigns.
Need Help?
Have a question about which tool fits, or how the numbers work? See the Attribution FAQs, or reach out to support@oursprivacy.com.
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