There are a number of terms that are used in Attribution as well as similar apps, here we will define what exactly each term in Attribution refers to. 

Visitors - Any people that come to your page where the Attribution tracking snippet is installed, you can learn a bit more about this snippet here. All visitors are considered 'Anonymous' prior to being identified. 

Visit - A group of visitor interactions with your website that take place within a given time frame. Learn how visits are recorded here

Visitor's Journey - Attribution tracks all your visitors events & marketing channel touches across all your webpages where the Attribution tracking snippet is installed, these events, visits, and page views are considered the visitor's journey and can be viewed by clicking the blue conversion or visit figures in your dashboard. 

Touch - Any time a visitor interacts with one of your advertisements. 

Multi-Touch Attribution - This is the process of looking across all your ad channels and providing a percentage credit to the advertisements most & least responsible for conversions. This is a essential topic in Attribution and you can read our full guide on it here

Look Forward - The look forward model is how Attribution answers the question, 'for my spend today, how much did it return?" this is a essential topic in how Attribution App models Attribution and should be explored by all users. You can see our full guide on Look forward here.

Attribution models - This refers to the model in which you distribute credit amongst your advertising campaigns for a conversion. Attribution has five out of the box models you can read more about here.

LTV - LTV stands for Life Time Value and it is use to determine the total profit or loss on a visitor, channel, or campaign over the course of its life. 

Spend - Any time you are using ad dollars to fund a campaign Attribution will record this as spend. For most of our integration partners spend is recorded at midnight into Attribution. 

ROAS - Return on Ad Spend; Attribution will always seek to answer the question, "for my spend today, what did I get in return" the ROAS is the profit or loss generated from your ad spend usually in a specific period.

Events - Any time a visitor interacts with your website, these can be tracked using the Attribution.track() function. 

Conversion Events - Any time a visitor converts in some way, this can include, making a purchase, signing up, signing in etc. these can be tracked using the Attribution.track() function or pulled in automatically from your conversion tool like Pipedrive, HubSpot, Salesforce etc. The revenue used to calculate profit or loss with come from your conversion events. 

Channel - All campaigns exist within channels, a channel is typically named after the advertising partner like Google Ad words, Facebook, or Quora etc. Custom channel's can also be created and campaigns with custom UTM parameters can be added. 

Filter - When you install the Attribution tracking snippet to your page, or connect with one of our partners like Segment all your traffic will then be pulled into Attribution, this brings the need for filters. Filters can be used to refine this traffic into specific channels for further analysis on revenue, spend, return on ad spend etc. You are welcome to filter by any custom UTM, referring domain, or path etc. You can learn more about creating filters here

Traffic -  All visits to your web pages.

Direct Visitors - Any time a visitor arrives to one of your tracked sites without passing through any of your tracked channels. Examples of direct traffic are as follows: 

  1. Type-In TrafficType in traffic is when someone simply types in your URL from memory and visits your site. It is truly the only real "direct" way for them to get there.
  2. Bookmark TrafficIf a user has your site bookmarked, no referrer information will be provided in the request.
  3. Email TrafficEmails with links to your site will not be tracked back to the email if you do not include tracking parameters. You should always provide tracking parameters in the links you include in your emails.
  4. Document Link TrafficIf you have links to your site embedded in a document such as Microsoft Word, or a PDF, there will be no referrer and therefore the visit will be segmented into Direct Traffic unless you include tracking parameters.
  5. Secure to Non-Secure Site LinkingIf your site is insecure (http) and the visit is from a secure site (https) the referrer will not be passed from the secure site and the visit will look like Direct Traffic.
  6. Links from Native Mobile Apps (like Facebook)If a visitor clicks a web link in a mobile app, such as the news feed in the Facebook native mobile app, the app will not pass along referrer information and it will appear that it is Direct Traffic.

Unsegmented Traffic - If a visit in your selected date range does not fall into a filter already created on your dashboard it will be considered 'unsegmented' or without a filter. If you find unsegmented visits you are welcome to create filters for these visits by creating a filter. See here for more

Unattributed Traffic - This refers to any recorded event that cannot be sourced to a proceeding visit, thus it cannot be attributed to any specific channel in your dashboard. If you have a high percentage of unattributed traffic it is likely related to how the tracking snippet was installed, see more detail on this here

Raw Unattributed Traffic - Not to be confused with 'Unattributed Traffic.' The raw traffic channel will show all the data that has been sent to Attribution from your database in the selected date range, however it is extremely important to note that the data shown is considered 'unattributed' which means it is yet to be handled by our attribution model and may differ slightly from data on your dashboard which has been attributed. More on this here.

Parameters - You are welcome to set any URL parameters you wish in Attribution to be tracked by the tracking snippet on your websites, URL parameters can include utm_source=, utm_medium=, or utm_campaign= etc. and filters can be created based on these parameters. 

Referring Domain - This relates to the website the visitor was viewing prior to arriving at your page. 

Path - The route the visitor followed to arrive at your page, not to be confused with the visitor journey which tracks the events that the visitor participates in on your pages. 

Cohort - The aggregate of your visits, spend, revenue, and profit in a specific date range. You can learn more about our cohort tool here.

Attribution Project - A unique Attribution account with a unique project id and model, you can build multiple Attribution projects if you wish for different sites. 

If you have any questions or concerns about this article please feel free to reach out to

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