Understanding attribution
How Skubl attributes revenue across channels and touchpoints.
Attribution is the problem of figuring out which marketing touchpoints actually caused a conversion. The Attribution module in Skubl gives you a multi-touch view — meaning credit is distributed across all the channels a customer interacted with before converting, not just the last click.
Attribution models available
| Model | How it works | Best for |
|---|---|---|
| Last click | 100% credit to the last touchpoint | Simple reporting |
| First click | 100% credit to the first touchpoint | Awareness campaigns |
| Linear | Equal credit across all touchpoints | Full-funnel overview |
| Time decay | More credit to touchpoints closer to conversion | Short sales cycles |
| Data-driven | ML model weights touchpoints by actual conversion lift | Established accounts |
Customer journeys
Go to Attribution → Customer Journeys to see the most common paths customers take before converting. This shows which channel sequences have the highest conversion rate and average order value.
Attribution data is only as good as your tracking. Make sure GA4 events, UTM parameters, and ad platform pixel/conversion tracking are all correctly set up before relying on attribution numbers.
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