Attribution Models

GameRebellion supports multiple attribution models for measuring campaign effectiveness.

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Last-Touch Attribution

The default model. The last click event before a conversion receives full credit.

impression (facebook) → click (facebook) → impression (google) → click (google) → conversion
                                                                        ↑
                                                                  Gets 100% credit

Multi-Touch Attribution

Available on Enterprise plans. Distributes credit across all touchpoints in the conversion path.

Model	Distribution
Linear	Equal credit to all touchpoints
Time Decay	More credit to recent touchpoints
Position-Based	40% first touch, 40% last touch, 20% distributed to middle

Attribution Windows

Window	Default	Configurable
Click-through	7 days	Yes (1-30 days)
View-through	24 hours	Yes (1-7 days)

UTM Parameter Mapping

Standard UTM parameters are mapped to attribution fields:

UTM Parameter	Field
utm_source	source
utm_medium	medium
utm_campaign	campaign
utm_term	term
utm_content	content