Analysis
Attribution
Use the Umami Attribution insight to see which referrers, paid ads, and UTM campaigns led to a page view or event, using first-click or last-click models.
Available since v2.18.0
Umami Attribution helps track the effectiveness of marketing channels, measure campaign performance, and identify which sources drive the most valuable traffic. By linking attribution data with traffic and engagement metrics, businesses can make informed decisions to enhance marketing ROI and drive sustainable growth.
You choose a Viewed page or Triggered event to track attribution for, and Umami displays the referrer, paid ads, and UTM data that led to it through a specific attribution model.
Models#
| Model | Description |
|---|---|
| First-Click | Gives full credit for a conversion to the very first interaction a user had before converting. For example, if a user first found your site through a Google ad, then later returned via a newsletter link and converted, the Google ad gets the credit. |
| Last-Click | Gives full credit for a conversion to the final interaction before converting. Using the same example, the newsletter link gets the credit. |
Parameters#
Model: (required) The attribution model applied to the insight.Type: (required) Viewed page or Triggered event.Conversion step: (required) Viewed page or Triggered event user must hit to count as a conversion.
Create an insight#
Step 1: Choose a model, type, and conversion step#
| Action Type | Description | Example |
|---|---|---|
| Viewed page | The user must reach this specific URL. | /pricing |
| Triggered event | The user must generate this specific event. | checkout-cart |