Every ad platform does self attribution.
Each one uses its own model and window.
Meta counts one way, Google another, and both do self attribution.
The same order gets claimed twice.
Add the platform reports together and you have revenue your store never received.
The totals never match.
So the monthly review turns into an argument about whose number is right instead of what to do next.
One model, applied to everything
You pick the model.
First click, last click, linear or time decay, applied across every channel on the same consistent data foundation.
You set the window.
The lookback is a setting, not a mystery attribute.
Then you compare.
Run the same period under two models and see exactly how channels contribute to different stages of the funnel before you change a budget.
Fixed platform model versus a model you set
Frequently Asked Questions
Find answers to popular questions right here. Contact us if you have additional questions.
Which attribution model should a DTC brand use?
There is no single right answer. Last click misses upper-funnel channels, first click focuses on them. Run both on the same period and look at what changes before you decide.
Can I change the model later without losing history?
Yes. The model is applied to stored event data, so you can re-run past periods under a different model.
Can I set my own attribution window?
Yes. The window is a setting you control.
How long is my data available?
Data stays accessible for 12 to 36 months depending on plan. Retention and attribution window are separate settings.
Does changing the model change what is sent to the ad platforms?
No. Conversion API events are sent as they happen. The model affects how credit is reported to you.
How can RedTrack help me?
Server-side tracking & first-party customer data
Conversion API to Meta, Google, TikTok & Snapchat
Store integrations beyond Shopify
Ad-level ad spend sync
Customer segments, cohorts & LTV
Attribution models & conversion paths
Product-level profit by channel
AI dashboards & AI Copilot