An attribution model is a system that defines how you distribute credit across different touchpoints a customer has before making a purchase.

A touchpoint (or simply a touch) is any moment when a customer visits your website from an external source. For example, this could be from a paid ad, an email newsletter, an Instagram post, or a QR code. Any time a customer comes to your site for any reason, this is considered a touch.

When a customer places an order on your store the Origin system will then distribute attribution credit to one or more touches the customer had before the purchase.

Attribution models help you understand what actually worked in generating sales so you can spend your marketing money in the right places.

Different attribution models allow you to place emphasis on different touches (for example, first touch, last touch etc.).

When viewing your Origin reports you can change your attribution model to get a better understanding of which marketing channels are working best.

Attribution models

Origin supports multiple different attribution models to give you a complete understanding of your attribution data.

First touch

First touch attribution gives 100% credit to the first interaction your customer had with your store.

This is useful if you want to evaluate how your top-of-the-funnel marketing is working.

For example, you might create some awareness campaigns which don't prompt a user to buy immediately but create awareness of your brand and bring customers in your ecosystem. When comparing these campaigns you might use the "First touch" attribution model to compare which first impression was the most effective.

Last touch

First touch attribution gives 100% credit to the first interaction your customer had with your store.

This is useful for identifying which channels/campaigns drive immediate revenue.

You might use this model to compare direct call-to-action ads, e.g. "50% sale, buy now".

Linear

Linear attribution gives equal credit to each touch in the users journey.

For example, if the user had 4 touches before a purchase:

• visited site from Facebook ad
• visited site from email newsletter
• visited site from Google search
• visited site from Instagram story

Then each of these touches would receive 25% credit for the order.

The linear attribution model gives you a more holistic understanding of the whole user journey and how they interact with your brand before making a purchase. It's ideal if you use retargeting or get customers from multiple different traffic sources.

In the above example if the total order amount was $100, for each of the listed touch points you would see $25 in attributed revenue. Of course, each touch point did not generate exactly $25 of revenue but this gives you a good idea of the split of "influence" each touchpoint gives.

Updated on: 21/02/2026