order metafields

Attribution models

Each metafield is one model's answer to the same question: which of the order's touches get credit, and how much. All six run over the same set of in-window touches and assign credit and attributed_revenue differently.

Credit is computed across the touches that fall inside the 30-day window, ordered oldest to newest. attributed_revenue is always credit * order total.

First touch#

attribution_first_touch: the earliest touch in the window receives full credit (1) and the full order revenue. Single-touch.

Last touch#

attribution_last_touch: the latest (converting) touch receives full credit and the full order revenue. Single-touch.

Linear#

attribution_linear: every in-window touch shares credit evenly. With n touches each receives credit = 1/n and 1/n of the order revenue. Credit across the array sums to 1. Multi-touch.

Any click#

attribution_any_click: every in-window touch receives full credit (1) and the full order revenue. Credit deliberately does not sum to 1; use this to see every channel that appeared on the path, not to divide a budget. Multi-touch.

Last non-direct#

attribution_last_non_direct: the most recent touch that carries a UTM (i.e. is not direct) receives full credit and the full order revenue. When every in-window touch is direct, the value is { "attribution_window_days": 30, "touch": null }. Single-touch.

Origin#

attribution_origin: Origin’s own model. It keeps the most recent touch in each channel and gives each kept touch full credit and the full order revenue. One order can therefore credit several channels, but only once per channel. Touches are ordered most-recent first. Multi-touch.

noteFirst touch, last touch, and last non-direct each credit one touch with 1. Linear divides one unit of credit. Any-click and Origin can credit multiple touches in full, so their credit can total more than 1.

At a glance#

text

model               metafield                       touches credited   credit each
first touch         attribution_first_touch         earliest only      1
last touch          attribution_last_touch          converting only    1
linear              attribution_linear              all                1 / n
any click           attribution_any_click           all                1
last non-direct     attribution_last_non_direct     latest non-direct  1
origin              attribution_origin              last per channel   1