Attribution models and attribution windows, explained
An attribution model is the rule that decides which of an order's touches get credit, and how much. The attribution window decides how far back before the order those touches can come from. Pick a model and a window below to see how Origin scores the same customer journey.
Interactive example
One customer. Six visits over 95 days, then one $120.00 order. Touches inside the window are scored by the model; older touches are ignored. Credited touches are highlighted.
How last click attribution works
100% of the credit goes to the converting touch: the last visit before checkout. It’s what Shopify’s own reports do.
The problem is what tends to come last. Direct visits, emails, and branded searches close a lot of orders that an ad started, so last click rewards the closer and starves the channel that brought the customer in.
How a 30-day attribution window works
The attribution window is how far back from the order Origin looks for touches. Any touch older than 30 days before checkout is dropped before the model runs, so the window decides which touches the model can even see.
Origin’s default. Adds the email click on day −20. The Google search and the Meta ad are still too old to count.
Result for this order
- Direct visit day -1100.0% · $120.00
Matches actual: the order is credited exactly once.