Attribution models explained

An attribution model decides which touch gets credit for a sale when a customer clicked several ads before buying. Pick the model at the top of every report.

Model	Credit goes to	Use it for
Last click	The last tracked touch before the sale, inside the attribution timeframe	Day-to-day optimisation; closest to how ad platforms think
First click	The first touch that brought the customer in	Judging top-of-funnel and prospecting campaigns
Scientific	The last click, unless the customer's very first touch was within the Scientific window; then the first click	Balancing prospecting and retargeting without double counting
Depreciation	Every touch, with credit decaying the older the touch is (time-decay)	Long sales cycles with many touches
Linear Fractional	Every touch in the window gets an equal share	Fair split across channels when the journey is long

Credits always add up to 100% of the sale, so revenue totals match your payment processor whichever model you pick.

Which touches count

• Only touches with a source (an ad, a rule match or a manual parameter) take credit.
• Touches inside the disregard window before the lead's first action are ignored for last click.
• Sources marked Disregard never take credit.
• "Direct traffic" and "No source" rows collect what nothing explains, so you can see how much is unattributed.

Revenue vs. reported

Reports show two columns side by side: Revenue (what Wexlyn tracked) and Reported (what the ad platform claims). The gap is usually over-attribution by the platform or missing URL parameters on some ads.

Unique customers and recurring revenue

With Unique customer on, a person's first purchase counts as a new customer and later purchases as recurring. The LTV reports group by the acquisition source, so a $50 first sale that turns into $900 of subscriptions is credited to the ad that found the customer.