Attribution Modeling is a set of rules for assigning credit to the various touchpoints in the conversion path.

It helps marketers understand trends in how prospects move through the path to purchase.

There are different types of Attribution models, but Weberlo is only using the Last Attribution Model as of this time.

See the example below:

What do we mean by Last Attribution?

Weberlo always shows the last step that the user did before the end of that user's journey.

Based on the above example, the user ends his journey on the website by submitting a form, so the last attribution before he submitted the form is he clicked the UTM source which is Google.

We are still developing other Attribution models like the First Attribution model.