Last-click makes the closer look like a hero and hides every partner that drove awareness upstream. Trcker runs three multi-touch attribution models nightly — side-by-side with your last-click baseline — so you can see the full picture without changing how anyone gets paid.
Each conversion gets every preceding click from the same visitor in the prior 30 days stitched into a path. Each model distributes revenue across that path differently. You compare them side-by-side in Reports → Attribution.
Every partner in the path gets an equal share of the credit. Simple, neutral, and the best default for comparing across partners. Works great when you want to answer 'who was involved at all?'
First touch gets 40%, last touch gets 40%, middle touches split 20% evenly. GA4's default — it reflects the product narrative that the awareness moment and the closing moment matter most.
Each touch's weight decays exponentially with age. A touch from 7 days before the conversion is worth half a touch today; 14 days ago is worth a quarter. Best for short purchase cycles where recency matters more than order.
Every row in the attribution dashboard shows a delta chip — green if multi-touch credits the partner more than last-click does, red if less. That chip is the actionable signal.
No. Last-click is still the payout truth. Partner commissions are computed the same way they always were — captured at the moment of conversion. Multi-touch attribution is purely a reporting overlay so you can see the full picture without changing the invoices. Separate trust thresholds.
30 days by default. For every approved conversion, Trcker walks back 30 days of clicks by the same visitor (fingerprinted on IP + user-agent), dedupes by partner, and runs each model against the resulting path.
Linear, position, and time-decay are closed-form — no ML pipeline needed. They give you about 80% of what operators actually want from multi-touch attribution. Shapley and Markov-chain removal-effect attribution are on the roadmap as follow-ups; they require a trained path-to-conversion probability model, which is a heavier build.
For the affiliate / partner channel, yes — most programs don't need to pay MMP rates for it. For mobile-app attribution with SDK integrations, keep your MMP; Trcker focuses on web + creator + affiliate traffic.
Within a single device, IP + user-agent fingerprint. For cross-device, Trcker uses hashed email when available (same signal sent to Meta/LinkedIn CAPI). Full cross-device stitching via stable identity graphs is a follow-up.
Yes. The get_attribution_lift MCP tool returns per-partner credit across all three models plus the last-click baseline, in structured form. Scope to a single offer with the offerId parameter.
Want a deeper dive? Read the Attribution guide in the docs or learn what multi-touch attribution is in the glossary.
Multi-touch attribution is included on every plan. See the full picture without changing how you pay.
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