How attribution works

A waterfall, stopping at the first match, strongest evidence first:

1. 1Ad click ID. Deterministic, straight from the platform.
2. 2Identity key. The vid, email or phone you sent, matched in the graph.
3. 3Bare visitor id. A vid on a touchpoint that never identified. Still fully deterministic.
4. 4Probabilistic. IP and user-agent within 3 hours. Off unless you enable it.

That last step is the only guess in the pipeline. An unattributed sale costs you nothing; a wrongly attributed one keeps you funding an ad that never worked, so the default is the honest gap.

Enable it and any revenue it credits is reported separately as weakMatchRevenue, so it can never hide inside your headline number.

Set per site, in Setup.

• last_touch: all credit to the final touch before the sale. The default.
• first_touch: all credit to the touch that started the journey.
• linear: split evenly across every touch.
• time_decay: weighted toward touches closer to the sale.

Whichever you pick, credit sums to exactly 1 and the split amounts sum to exactly the sale, allocated to the cent.

Reported ROAS is ad ROAS: attributed revenue divided by ad spend.

blendedRoas sits beside it and counts organic revenue too, so it is always the larger number, by exactly the unattributed bucket. It is context, never the headline.