FAQs

Common questions about the Attribution Center. New to attribution? Start with the overview. For questions specific to funnels, see the Funnels FAQs.

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General

Which tool should I use for multi-touch attribution?

Conversion Attribution. It splits credit for a conversion across every touchpoint in the journey, using models like Linear, U-Shaped, and Time Decay. Event Attribution Insights is a lighter, single-model view of one event.

Why don't these numbers match my ad platform's reporting?

Ad platforms credit themselves, using their own attribution windows and cookies. Ours Privacy attributes from your own first-party event data, so it reads as an independent source of truth rather than a copy of any one platform's view.

Do the attribution tools use third-party cookies?

No. Attribution runs on the same first-party event data as the rest of your analytics, so it keeps working as third-party cookies go away.

Do the attribution tools reconcile with each other and with Web Analytics?

They read the same underlying events, but each tool reports a purpose-built metric, so the headline totals are not meant to match number for number. Conversion Attribution splits one conversion into fractional credit across touchpoints; UTM Performance Comparison reports events per visitor (which can read above 100%); Audience Performance counts each converter once on their earliest session; Event Attribution Insights counts every occurrence of the event. The events behind them line up across Web Analytics, Funnels, and the Attribution Center; the metrics differ because each answers a different question.

What are the date-range and lookback limits for each tool?

Event Attribution Insights and Audience Performance allow date ranges up to 60 days. Conversion Attribution and UTM Performance Comparison cap the range at 31 days. To look back beyond the report dates, Conversion Attribution offers a lookback window of 7, 14, 30, or 60 days, and Audience Performance offers an attribution window of either "within the date range" or a custom 1 to 30 days. The lookback window and the attribution window do the same kind of job (pulling in earlier qualifying sessions) but are named and capped differently in each tool.

Where do I see revenue, not just conversions?

Audience Performance reports revenue and average value alongside conversion rate. The other tools focus on conversion counts and credit.

Is attribution HIPAA-compliant?

Ours Privacy is built for HIPAA-regulated workflows, with no separate BAA or compliance add-on required. As always, compliance also depends on how you configure tracking and consent.

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Event Attribution Insights

How is Event Attribution Insights different from Conversion Attribution?

Event Attribution Insights gives each visitor's credit to a single session (First Touch or Last Touch) and is built for fast, visitor-level exploration of one event. Conversion Attribution splits credit across every touchpoint in the journey using five models.

Why don't I see a visitor I expect in the list?

The matching-visitors list loads 25 at a time. Click Load More to page through the rest.

Can I export the results?

There's no file export. The report is interactive, and its configuration lives in the URL, so you can bookmark or share a link to return to the same view.

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Conversion Attribution

How is Conversion Attribution different from Audience Performance?

Audience Performance measures conversion rate and revenue for a segment of visitors you define. Conversion Attribution answers a different question: of all the conversions for one event, which sources, mediums, and campaigns deserve credit, across a visitor's full journey rather than just their last session.

Which attribution model should I use?

Use First Touch or Last Touch when you want a single channel to own each conversion (for example, comparing against a last-click report from an ad platform). Use Linear, U-Shaped, or Time Decay when you want credit spread across the channels that contributed along the way. U-Shaped works well when you care most about how a visitor was introduced and what closed them; Time Decay works well when recent touches should count more than early ones.

Why don't I see a converter if they exist in my account?

A conversion only earns attributed credit if the visitor had at least one tracked session within the lookback window before they converted. If none of an event's converters have an eligible session in that window, the report shows an empty state suggesting a longer lookback. Widen the lookback window to capture earlier sessions.

What's the maximum date range and lookback window?

The date range is capped at 31 days. The lookback window is a dropdown of 7, 14, 30, or 60 days.

Why is my attributed conversion total lower than my actual conversion count?

A conversion only earns attributed credit when the converter had at least one tracked session within the lookback window. Converters with no eligible session in that window are not attributed, so the attributed total can come in below the raw number of conversions for the event. Widen the lookback window to bring more of those journeys into the report.

Can I save a Conversion Attribution report?

Conversion Attribution reports aren't saved as named reports. Configuration (event, model, lookback window, filters) lives in the URL, so you can bookmark or share a link to return to the same view. If you need a persisted, shareable report, use Audience Performance instead.

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UTM Performance Comparison

How many comparisons can I add?

Up to five at a time.

Why is my conversion rate above 100%?

The Conv Rate column is total events divided by visitors, so it climbs above 100% when visitors trigger the event more than once. Read it as events per visitor rather than a funnel completion rate.

Will my comparisons still be there when I come back?

Yes. Comparisons are saved in your browser for the organization you're viewing. They won't follow you to a different browser or device.

Can I export the table?

There's no file export today. To share a comparison, recreate the UTM combinations in the other person's view.

How is this different from Conversion Attribution?

UTM Performance Comparison measures fixed campaigns you choose, side by side. Conversion Attribution automatically splits credit across every touchpoint in a visitor's journey, no manual combinations required.

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Audience Performance

What counts as being "in the audience"?

A visitor is included if they had at least one session matching your audience filters within the selected date range. In lookback mode, qualifying sessions may also fall before the range start date if they are within the lookback window.

What is the attribution window?

The attribution window controls how conversions are matched to your audience. "Within date range" counts conversions that occur inside the selected dates. A 1–30 day lookback extends the audience window backward from the start date, capturing visitors who first engaged before the reporting period.

Why is the Download button disabled?

Set an event and date range, run the report, then the Download button enables.

What does the small-sample warning mean?

Fewer than 30 visitors matched the audience. Conversion rate and averages can shift with one or two events. Treat them as directional until the audience grows.

What is the maximum date range for a report?

60 days. If you pick a longer range, the report prompts you to choose 60 days or fewer.

Who can create and edit reports?

Users with Web Analytics: Write access can create, edit, and delete reports. Users with Web Analytics: View access can open and export reports but cannot make changes.

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Need Help?

If your question isn't covered here, reach out to support@oursprivacy.com.