Attribution Models

Kendall supports four attribution models that determine how credit for an order is assigned to the ads a customer clicked before purchasing. Each model answers a different question about your marketing performance.

Example Customer Journey

To illustrate how each model works, consider this customer journey:

Step	Click	Channel
1	Meta Ad M1	Meta
2	Meta Ad M2	Meta
3	Google Ad G1	Google
4	Purchase	—

First-Click Attribution

Credits the first ad the customer clicked in their journey.

In our example: only M1 gets credit
M2 and G1 receive zero credit

Best for: Understanding which ads are driving initial awareness and bringing new customers into the funnel.

Last-Click Attribution

Credits the last ad the customer clicked before purchasing.

In our example: only G1 gets credit
M1 and M2 receive zero credit

Best for: Understanding which ads are closing the sale.

Any-Click Attribution

Credits every ad the customer clicked in their journey. Each ad receives full credit for the order.

In our example: M1, M2, and G1 all get credit