Attribution

How Tracklution Handles Attribution - Video Walkthrough

Update missing from the video: as of February 2026, you can also use First Paid Click attribution on your Tracklution dashboard.

Tracklution’s Role in Attribution

Tracklution’s main role in attribution is to deliver as much high-quality first-party data as possible to advertising platforms like Meta, Google Ads, and others, enabling their algorithms to learn and optimize effectively. Tracklution itself allows you to use Last Paid Click and First Paid Click attribution to label the source inside your dashboard. However, this source information is primarily for reporting purposes.

All valid conversions are still sent to each connected ad platform, which then applies its own attribution logic based on its own rules and settings. This means:

• The same conversion can be delivered to multiple platforms.
• Each platform decides how to attribute the conversion within its own attribution window and model.
• Tracklution does not override or replace platform attribution models.

Attribution Inside Tracklution (Reporting)

Inside the Tracklution dashboard, you can switch between Last Click & First Click attribution:

• Last Paid Click: The conversion is attributed to the most recent tracked paid click (for example: gclid, fbclid, etc.) in the session chain before the purchase.
• First Paid Click: The conversion is attributed to the first tracked paid click stored in the customer journey.

On the dashbaord, you can view the source of each event by opening the event breakdown on the dashboard from the arrow below the event card:

• In this view, conversions are under "other" if no source_alias has been set (there is no click ID tracked in the session).

By clicking the Connector card and selecting the "source", you can view all conversions / sessions that came from that source. With the example below, you would see all conversions / sessions that have the Facebook Click ID tracked for the session:

Important clarifications:

• “Paid” means a tracked click ID.
• Organic, direct, or unknown traffic is not considered a paid click.
• This setting only changes how conversions are labeled in the Tracklution dashboard.
• It does not change how conversions are delivered to ad platforms.

This feature is a reporting improvement that helps you understand which platform introduces customers (first paid click) and which platform closes customers (last paid click).

Tracklution & Google Ads Attribution

When comparing conversion numbers between Tracklution and Google Ads, remember:

• Tracklution attributes conversions to the date the purchase happened.
• Google Ads attributes conversions to the date the click happened.

So, a conversion shown today in Tracklution might appear under a previous day in Google Ads if the original click occurred earlier. This is a normal and expected difference. Always keep this in mind when aligning data between the two platforms.

Tracklution & Meta (Facebook) Attribution

If you're seeing more conversions than expected in Meta, here are a few key checks:

• Ensure Tracklution is the only source sending conversion data to the Meta Pixel. Tracklution sends both Pixel and CAPI conversions, so the old Meta Pixel setup must be removed to avoid duplicates.
• Understand Meta’s attribution behavior: Meta often reports a high number of view-through conversions. For example, when a user sees an ad but converts via another channel. This can result in Meta claiming more credit than expected.
• Adjust attribution settings if needed: If Meta’s reported ROAS seems inflated, consider switching to a 1-day click attribution model. This often produces more realistic results, especially for businesses with multi-touch customer journeys.