Attribution uses sessions before the conversion, not an install postback; fields received from an outside attribution tool are Attribution. Conversion through steps is Funnels.
ConsoleAll-platform analyticsBehaviorBehavior analysisHow to configure
The measurement is the goal: one event or page, written like a funnel step. It is required.
Behavior: the touch defaults to channel, and an empty channel falls back to the referrer channel. You can also pick referrer channel, UTM source, UTM campaign, referrer domain, or landing page. The lookback window defaults to 30 days, from 1 to 90, and includes the session of the conversion itself. Select one or more models, at least one: first touch, last touch, linear (equal shares), position (one touch gets all, two touches split in half, and with more the first and last get 40% each and the middle shares 20%), or time decay (half-life defaults to 7 days, from 1 to 90). An optional earlier event keeps only touches after that event and before the conversion.
No breakdown and no compare period. Identity defaults to person. The conversion and the sessions join on that same subject.
How to read the result
Four numbers: conversions, attributed conversions (those with a session under first-touch), conversions with no touch, and the average number of touches on an attributed conversion. Each row is one touch value. Each selected model is a column of credited conversions. Paths are conversions that included that touch. Touch sessions are sessions in the range with that value. Touch rate divides paths by that session count.
Limits & definitions
At most 50,000 conversions are scored. The headline conversion count is the full total, so past 50,000 the unattributed number is inflated. Rows are ordered by last-touch credit and capped at 200. An empty touch is shown as none. A conversion with no session inside the window stays unattributed. Time decay uses seconds from session start to conversion; closer touches weigh more. The report does not rewrite source fields already stored on events.