See which channels start the conversation, not just which one gets the call.
Five ways to share the credit for every lead and sale, side by side, with offline events included and a lookback of up to a year.
Why the last click is not the whole story
Most customers find you more than once before they ring. A Google search one week, a Facebook advert the next, then a click on your Google Ads the day they call. Give all the credit to the last click and the channels that started things look like they do nothing. Cut them, and a few weeks later the calls dry up.
Five models, in plain English
- Last touch. All the credit goes to the last channel before they got in touch.
- First touch. All the credit goes to the channel that first found them.
- Shared evenly. Every touch gets an equal share. Also called linear.
- Recent visits count more. Every touch gets some credit, and its share halves for each week before the enquiry. Also called time decay.
- First and last count most. The first and last touch get 40% each, and the visits in between share the other 20%. Also called position based.
Every model works on leads and on revenue, so you can see which channels bring the money as well as the calls.
Compare them side by side
The Compare view shows each source's leads and revenue under all five models at once, with arrows showing how each one differs from last touch. It is the quickest way to spot the channel that starts conversations but rarely gets the credit.
Offline touchpoints count
Trade shows, open days, leaflet drops and sales visits do not leave a website visit behind. Upload the list of people you met as a sheet and the event goes on each person's journey. If they later call or enquire, the multi-touch models give it a share of the credit.
How far back we look
Visits count towards a lead for 90 days by default. You can set this to 30, 60, 90, 180 or 365 days. Our visitor cookie lasts about 13 months, so a longer window is real, not just a setting.
Frequently asked questions
Which model should I use?
Start with the Compare view rather than picking one. If a channel looks much better on first touch than last touch, it is finding you new customers and is worth keeping even if it rarely gets the call.
Does this change what is sent to Google Ads?
No. Ad platforms receive each conversion against the click that caused it and do their own attribution. The models here are for your reports and budget decisions.
Which plans include attribution models?
Growth and above, alongside customer journeys and revenue tracking.
Works hand in hand with
All features →Call transcription and summaries
Every recorded call is turned into a searchable transcript and a short summary of what the caller wanted, what was agreed and what happens next.
Lead scoring and call outcomes
Every call gets a lead score from 0 to 100 and an outcome such as new lead, booking, existing customer or spam, so you can compare channels on quality, not just volume.
Reporting and dashboards
Calls, real leads, answer rates and cost per lead by channel, on one dashboard and in a monthly email written in plain English.
Revenue tracking
Won deals, paid invoices, payments and bookings come back to the call or form that started the job, so you can see revenue and return on ad spend by channel, not just leads.
See your first tracked call today.
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