An attribution model is a system that defines how attribution credit is distributed across different touchpoints a customer has before making a purchase.

A touchpoint (or simply a touch) is any moment when a customer visits your website from an external source. This could be from a paid ad, an email newsletter, or a Instagram post.

When a customer places an order on your store this order is then attributed to one or more touches the user had before the purchase.

Attribution models help you understand what actually worked in generating sales so you can spend your marketing money in the right places.

Different attribution models allow you to place emphasis on different touches (for example, first touch, last touch etc.).

Attribution models

Origin supports multiple different attribution models to give you a complete understanding of your attribution data.

First touch

First touch attribution gives 100% credit to the first interaction your customer had with your store.

This is useful if you want to evaluate how your top-of-the-funnel marketing is working.

Last touch

First touch attribution gives 100% credit to the first interaction your customer had with your store.

This is useful for identifying which channels/campaigns drive immediate revenue.

Linear

Linear attribution gives equal credit to each touch in the users journey.

For example, if the user had 4 touches before a purchase:

• visited site from Facebook ad
• visited site from email newsletter
• visited site from Google search
• visited site from Instagram story

Then each of these touches would receive 25% credit for the order.

This model gives you a more holistic understanding of the whole user journey and how they interact with your brand before making a purchase. It's ideal if you use retargeting or get customers from multiple different traffic sources.

Updated on: 19/12/2025