See what last-click hides from your UGC
Map last-click, first-click, linear and position-based models against a real purchase path. The social video that started the journey often earns zero last-click credit. Build the path, watch the credit move.
Your journey
Build the purchase path
Everything runs in your browser. No inputs are logged or stored.
What last-click hides
Instagram UGC kicked off this purchase, yet last-click gives it $0. First-click credits it the full $120, and linear still hands it $30. The discovery touch did real work that last-click reporting never sees.
Credit by model
How each model splits $120
Every column sums to the conversion value. Bars show each channel’s share of that model.
| Channel | First-click | Last-click | Linear | Position-based |
|---|---|---|---|---|
| Instagram UGC | $120 100% | $0 0% | $30 25% | $48 40% |
| Google Search | $0 0% | $0 0% | $30 25% | $12 10% |
$0 0% | $0 0% | $30 25% | $12 10% | |
| Direct | $0 0% | $120 100% | $30 25% | $48 40% |
100% to the touch that started the journey
100% to the final touch before purchase
Even split across every touch
40% first, 40% last, 20% shared by the middle
Tag products inside the UGC and video that drives discovery, then track its real path to purchase.
Why attribution makes or breaks the UGC case
DTC teams kill the channels that do not win last-click. The trouble is that discovery, the part UGC and creator video are best at, almost never wins last-click: it opens the journey, then hands off to search, email or direct. Read the path through more than one model and the picture changes.
FAQ
Why does last-click under-credit UGC and social?+
Last-click hands 100% of the credit to the final touch before purchase, which is usually a branded search, a retargeting ad or a direct visit. The Instagram reel or creator video that first put the product on a shopper’s radar gets nothing, even though the sale would not have started without it. This tool shows that gap using a path you build yourself.
How is each model calculated?+
First-click gives all the value to the opening touch. Last-click gives it all to the final touch. Linear splits the value evenly across every touch. Position-based (U-shaped) gives 40% to the first touch, 40% to the last, and shares the remaining 20% across the middle touches. Every column always sums to your conversion value.
Is this a real measurement of my store?+
No. It is an interactive worksheet that models the path you enter, so you can see how the four standard rules treat the same journey. The numbers come only from your own inputs. For live, multi-touch attribution against real sessions, that needs analytics wired into your store.
What should I do once I see the gap?+
Stop judging top-of-funnel UGC on last-click alone. Look at first-click and position-based views together, tag products inside the videos and galleries that drive discovery, and credit the channels that open journeys, not just the ones that close them.
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