GrowthOptix uses a Multi-Model Attribution System.
Instead of forcing a single “source of truth,” we calculate multiple attribution models simultaneously at the moment of conversion.
Each model is stored permanently on the conversion record, allowing you to switch between them instantly in the dashboard without recalculating historical data. This gives you multiple strategic perspectives on the same revenue.
Why Attribution Models Matter
The same sale can tell completely different stories depending on the model used.
A customer might:
Click a Google CPC ad
Later, click a Facebook retargeting ad
Then engage with an email campaign
Finally, search your brand on Google and purchase
Who gets the credit?
That depends entirely on the attribution model selected.
Choosing the wrong model can lead to incorrect budget decisions.
Attribution Models Available in GrowthOptix
GrowthOptix currently supports six attribution models.
1) First-Touch Attribution.
Gives 100% credit to the first interaction.
Best For: Understanding brand discovery and top-of-funnel acquisition.
Risk: Overvalues channels that introduce traffic but do not convert it.
2) Last-Touch Attribution.
Gives 100% credit to the final interaction before conversion.
Best For: Understanding what closed the sale.
Risk: Can misattribute conversions to organic search or direct navigation.
3) Last-Touch Attribution. (Advanced)
Gives 100% credit to the last non-organic marketing interaction before conversion.
This model skips touchpoints where:
medium = organic
source = organic
This prevents navigation steps (like brand searches or direct URL entry) from receiving conversion credit.
Why This Model Exists
In many real-world journeys, customers:
Click a paid ad.
Engage with retargeting.
Click an email.
Later, search the brand name on Google to complete the purchase.
Standard Last Touch credits the organic search.
Last Touch (Advanced) credits the last deliberate marketing action.
Example:
Journey:
Day 1: Google CPC
Day 5: Email Campaign
Day 8: Google Organic Search
Day 9: Purchase $100
Last Touch:
Google Organic: $100
Last Touch (Advanced):
Email Campaign: $100
This produces more accurate ROAS and paid channel reporting.
Best For:
Paid media optimization.
ROAS analysis.
Budget allocation decisions.
Aligning with Google Ads and Meta Ads reporting standards.
4) Linear Attribution.
Splits credit equally across all touchpoints.
Best For: Long sales cycles and full-journey visibility.
Risk: Underweights key decision-making moments.
5) U-Shaped Attribution.
40% to first touch.
40% to the last touch.
20% distributed across middle interactions.
Best For: Balanced growth strategies valuing both acquisition and conversion.
6) Time Decay Attribution.
Assigns more credit to interactions closer to the conversion date.
Best For: Short consideration cycles and recency-driven campaigns.
The Organic Classification Problem
GrowthOptix automatically classifies incoming traffic.
If a visitor arrives without tracking parameters (no UTMs), the system assigns:
source = "organic"
medium = "organic"
This includes:
Direct URL typing.
Brand-name Google searches.
Untagged external referrals.
These are often navigation steps, not persuasion.
Standard Last Touch does not distinguish between navigation and marketing influence.
Last Touch (Advanced) corrects this by skipping organic-labelled touchpoints when determining the conversion driver.
What Changes With Last Touch (Advanced)
What Is Added:
A sixth attribution model.
A new option in the dashboard model selector.
Stored alongside the existing five models.
What Does Not Change:
Existing attribution models remain unchanged.
Historical data is not modified.
Tracking script remains the same.
Event classification remains the same.
This is a purely additive enhancement.
Business Impact
Last Touch (Advanced) improves:
Paid media budget accuracy.
ROAS reliability.
Channel performance reporting.
Alignment with ad platform reporting standards.
Visibility into true organic-only revenue baseline.
The difference between total revenue and Non-Direct attributed revenue reveals how much revenue has no traceable paid influence.
That is a strategic growth metric.
Attribution Model Comparison
Model | Focus | Best Used For |
First Touch | Acquisition | Brand discovery analysis |
Last Touch | Conversion | Closing channel analysis |
Last Touch (Advanced) | Paid Efficiency | ROAS & paid budget decisions |
Linear | Full Journey | Long sales cycles |
U-Shaped | Balanced | Growth optimization |
Time Decay | Recency | Short decision cycles |
Important Notes
Attribution models do not change total revenue.
They change how revenue is distributed across channels.
There is no universally “correct” model.
Each model answers a different business question.
When Should You Use Last Touch (Advanced)?
Use Last Touch (Advanced) when:
Measuring paid campaign effectiveness.
Calculating ROAS.
Making budget allocation decisions.
Comparing GrowthOptix data with Google Ads or Meta Ads.
Use standard Last Touch when:
You want to understand the literal final interaction before purchase, regardless of type.
Need Help?
If you’re unsure which model to use:
Start with Last Touch (Advanced) for paid analysis.
Compare against Linear or U-Shaped.
Align the model to your business objective.
GrowthOptix gives you multiple lenses. You decide which one reflects your strategy.
If you still need help, please feel free to contact us through our in-app chat. Our support team will be happy to help you out.