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:
- Retrieves the client’s attribution lookback window (default: 30 days)
- Finds all
page_view events within that window before the conversion
- Calculates a credit score for each touchpoint
- 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 |
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 100orderwith3touchpoints(Google,Email,Facebook)→eachsourceshows100 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: 100orderwith3sources→eachgets33.33 credit. Total = $100.
View Through Attribution
Assigns credit to paid impressions (not clicks) that may have influenced organic conversions.
Calculation:
- Get the view-to-click ratio from Facebook Ads data
- Calculate view-through visits =
fb_ads_visits * attribution_ratio
- View-through ratio =
(viewthrough_visits / organic_visits) * 100
- 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) |
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..png?fit=max&auto=format&n=Frm2GFbmok4D-yJA&q=85&s=93c3ebd47542af65d1cd06d8563a7f6e)