Attribution Models

How Mission Control assigns credit across marketing touchpoints

Overview

Mission Control supports five attribution models that determine how conversion credit is distributed across marketing touchpoints. Each model answers a different question about your marketing effectiveness.

How Attribution Works

The Pipeline

Step 1: Event Tracking

When a user visits your site, the tracking pixel captures the session in the usersession table with:

• media_source — the traffic source (Google Ads, Facebook Ads, Email, Direct, etc.)
• mkt_campaign, mkt_content, mkt_term — UTM parameters
• event_type — page_view, link_click, transaction

Step 2: Order Credit Calculation

When a conversion occurs, the process_ordcredit command:

1. Retrieves the client’s attribution lookback window (default: 30 days)
2. Finds all page_view events within that window before the conversion
3. Calculates a credit score for each touchpoint
4. Creates OrderCredit records linking each source to the order

Step 3: Credit Score Calculation

The CalculateCreditScore algorithm:

Scenario	Credit Assignment
Single source, single event	Score = 1 (full credit)
Single source, multiple events	Score = 1/count per event
Multiple sources	Score = 1/source_count per source

Excluded sources (Direct, Afterpay, Clearpay, Klarna) receive a credit score of 0 — they don’t count toward the division.

Step 4: Daily Summary Aggregation

ProcessInsightSummary runs daily and calculates all four models simultaneously, storing results in the interaction_insight_summary table:

Column	Model
any_click_order / any_click_revenue	Any Click
first_click_order / first_click_revenue	First Click
last_click_order / last_click_revenue	Last Click
linear_click_order / linear_click_revenue	Equal Weight

Attribution Models

Any Click (All Touch)

Every source that touched the customer receives full credit for the order.

SQL logic: Groups by tr_orderid, source_credit → takes MAX(id) per source → sums tr_total for each source.

Example: A $100 order with 3 touchpoints (Google, Email, Facebook) → each source shows$100 revenue. Total displayed = $300.

Any Click intentionally overcounts revenue. The total across sources will exceed actual revenue because each order is counted once per source that touched it.

First Click

Only the first source in the customer’s journey receives credit.

SQL logic: Takes MIN(id) per order → full credit to earliest touchpoint.

Example: Google Ad (first) → Email → Facebook → Purchase. Google Ads gets 100% credit.

Last Click

Only the last source before conversion receives credit.

SQL logic: Takes MAX(id) per order → full credit to final touchpoint.

Example: Google Ad → Email → Facebook (last) → Purchase. Facebook Ads gets 100% credit.

Last Click totals match Shopify revenue because each order is counted exactly once.

Equal Weight (Linear)

Credit is split equally among all sources using the pre-calculated credit_score.

SQL logic: SUM(credit_score) for orders, SUM(tr_total * credit_score) for revenue.

Example: $100 order with 3 sources → each gets$33.33 credit. Total = $100.

View Through Attribution

Assigns credit to paid impressions (not clicks) that may have influenced organic conversions.

Calculation:

1. Get the view-to-click ratio from Facebook Ads data
2. Calculate view-through visits = fb_ads_visits * attribution_ratio
3. View-through ratio = (viewthrough_visits / organic_visits) * 100
4. Attributed conversions = organic_orders * viewthrough_ratio

Configurable via viewth_attfraction (default: 80%).

Choosing a Model

Model	Best For	Revenue Matches Shopify?
Any Click	Understanding which channels contribute to sales	No (overcounts)
First Click	Measuring customer acquisition channels	Yes
Last Click	ROI/ROAS calculations, Shopify comparisons	Yes
Equal Weight	Balanced view across the full funnel	Yes
View Through	Measuring impact of display/impression campaigns	N/A

Client Configuration

Each client’s default attribution model is set in their account configuration:

Setting	Field	Options
Attribution Model	mediasource_click_priority	Any Click, First Click, Last Click, Equal Weight, View Through Attribution
Lookback Window	attr_lookup	Number of days (default: 30)
View-Through Fraction	viewth_attfraction	Percentage (default: 80)

Configure via Settings > System Configuration in the Mission Control dashboard, or through the API:

PUT /api/user/systemconf

The selected model determines which columns from the interaction_insight_summary table are displayed across all reporting views (MOAT, Campaign Performance, Ad Performance, Executive Summary).

Attribution Window

The attribution window (lookback period) controls how far back the system looks for marketing touchpoints when assigning credit to a conversion.

• Default: 30 days
• Applied during: process_ordcredit (Order Credit calculation)
• Query: All page_view events between (conversion_date - lookback_days) and conversion_date

Only page view events count as touchpoints. Events outside the attribution window are not considered.