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How Attribution Works in GoodMetrics

GoodMetrics supports two attribution models: first touch and last touch. This lets you compare how initial traffic sources and final conversion sources contribute to your results.

Last touch attribution (default)​

By default, all reports in GoodMetrics use last touch attribution. This model assigns credit to the most recent channel that led to a conversion, giving you a clear view of which sources are directly driving results.

First touch attribution​

GoodMetrics also provides first touch attribution, which assigns credit to the very first interaction a visitor had with your site. This is surfaced in reports such as Initial Referrer, Initial UTM Source/Medium, and Initial Landing Page.

Here’s how it works:

  • When someone visits your site for the first time, GoodMetrics generates a unique code for that visitor using their anonymized IP address and user agent (no cookies used).
  • At that moment, the system records where they came from (Initial Referrer) and which page they landed on (Initial Landing Page).
  • If the same visitor returns later (with the same IP and device) and converts, the conversion is tied back to their very first source.

This allows you to view both perspectives:

  • Last touch for understanding what’s closing conversions.
  • First touch for identifying what’s driving initial awareness.