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Attribution answers the question every marketing team asks: which channel, campaign, or referrer actually drove this conversion? Betterumami’s Attribution insight works by connecting all the traffic-source data it collects — referrers, UTM parameters, and paid ad signals — to a conversion action you define, then distributing credit among those sources according to an attribution model you choose. The result is a ranked table showing which sources sent converting visitors, expressed through either the first touch that introduced them or the last touch that brought them back to convert. Running both models and comparing them is the most informative way to use this report.

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Attribution models

Neither model is “correct” in isolation. First-click flatters discovery channels like content and social; last-click flatters closing channels like branded search and email to existing subscribers. Running both and comparing the gap tells you which channels are doing awareness work versus conversion work.

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Parameters

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Conversion step types

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How to create an Attribution insight

1

Open the Attribution insight

Navigate to your website and select Attribution from the insights navigation.
2

Choose an attribution model

Select either First-Click or Last-Click from the Model dropdown. If you want to compare both, start with one and re-run after switching.
3

Choose the conversion type

Select Viewed page or Triggered event from the Type dropdown, depending on how your conversion is defined.
4

Enter the Conversion Step

Type the URL path or event name that defines a conversion. For a page view, enter the path exactly as it appears in your analytics (e.g., /thank-you). For an event, enter the event name exactly as it is sent by your tracker (e.g., checkout-cart).
5

Run the insight

Click Run. The results display as a table ranking each traffic source — referrer, UTM source, UTM medium, UTM campaign, and so on — by the number of conversions attributed to it under the selected model.

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Reading the results

The Attribution report ranks sources by attributed conversions. Each row shows the source name and the conversion count under the chosen model. Switching between First-Click and Last-Click and comparing the rankings reveals each channel’s role:
  • A source that ranks high in First-Click but low in Last-Click is a strong discovery channel — it introduces visitors who eventually convert through other means.
  • A source that ranks high in Last-Click but low in First-Click is a strong closing channel — it re-engages visitors who were introduced elsewhere.
After identifying your top converting sources in Attribution, use the Breakdown report filtered to a specific UTM campaign or referrer to see which individual pages on your site those visitors landed on and how they engaged. This connects traffic-source performance to on-site behavior.
Attribution quality depends directly on how consistently you tag your campaign links with UTM parameters. Untagged links do not disappear — they fall into your “direct” or generic referrer buckets, quietly under-crediting the channel that sent them. For best results, establish and follow a consistent UTM naming convention for all outbound campaign links.