TrackingTheory guide library
Attribution
Guides to attribution models, windows, discrepancies and multi-touch measurement.
Marketing Attribution: A Practical Guide
Understand marketing attribution, common models, limitations and how to use it for decisions.
Attribution Models Explained: First, Last, Linear & More
A clear guide to common marketing attribution models and when each can be useful.
First-Click vs Last-Click Attribution: Which View Is More Useful?
Compare first-click and last-click attribution, their biases and practical use cases.
Multi-Touch Attribution Explained: What It Tries to Solve
Understand multi-touch attribution, its assumptions, data requirements and practical limitations.
Attribution Windows Explained: Why Lookback Periods Change Results
Learn what attribution windows are and why changing the lookback period changes reported conversions.
Why Attribution Platforms Disagree
Understand why Meta, Google, analytics tools and independent trackers can assign different credit to the same conversions.