Attribution Windows & Models

Definition

The rule deciding which campaign gets credit for a conversion: first-touch, last-touch, linear, or time-decay, within a defined window.

Worked Example

A customer saw: a podcast ad (day 1), a search ad (day 9), a retargeting ad (day 11), converted day 12.

First-touch:  100% credit to podcast
Last-touch:   100% credit to retargeting
Linear:       33.3% each
Time-decay:   most to retargeting, least to podcast

Interpretation & Pitfalls

Different rules can move channel CAC by +/-50%. Pick one model, document it, and keep it stable — comparability over time matters more than theoretical correctness.

In TupicFinance

The attribution model is an explicit, documented setting so channel CAC remains comparable across periods.