Record every touch first-party
Ad clicks, organic visits, email clicks and page views are captured on your own subdomain, so the model is not dividing credit across a journey with holes in it.
Multi-touch attribution
Multi-touch attribution that credits every touch its share of the deposit.
Every ad click, search visit, email click and page view is recorded first-party and stitched into one journey per player, then credited on the deposits that journey produced.
- ◉ Five models, switchable per report
- ✓ Credit calculated on deposit value
- ⚡ Click IDs kept for months
One player, four touches, one first deposit
Player journeyEvery touch on the way to a first deposit, credited under the linear model
| Touch | Day | Last click | Linear credit |
|---|---|---|---|
| ▤Meta Ads · welcome offer ad | 1 | €0 | €62.50 |
| ▤Google Ads · brand search | 4 | €0 | €62.50 |
| ▤Adform Flow · retargeting, registered | 9 | €0 | €62.50 |
| ▤Email · bonus reminder, deposited | 12 | €250 | €62.50 |
ⓘ Last click would have paid the email for the whole €250 first deposit. Linear gives each of the four touches €62.50.
The definition
What is multi-touch attribution?
In short
Multi-touch attribution splits the credit for a conversion across the touchpoints in a player's journey, instead of giving all of it to the last click. A player who clicked a Meta ad, came back through Google and deposited from an email counts for all three, in the shares the model assigns.
Keep one player identity
The phone click on Monday and the laptop registration on Thursday resolve to the same player, and the click ID outlives the cookie.
Offer several models
First click, last click, linear, position-based and multi-touch answer different questions, on the same recorded journeys.
Credit on deposit value
Splitting registrations is not the goal. Credit is calculated on first deposits, deposits and reactivations from your retention platform.
The problem
Ad platforms and GA4 default to one step. That rewards whatever closed.
A player touches a brand several times over days or weeks, often on more than one device. Default reports collapse that path to a single step, and the budget follows the report.
- ×
Brand search takes credit it never earned. The player already knew the name from a Meta or Adform Flow ad. The last click was them typing it into Google.
- ×
Each platform claims the whole conversion. Meta, Google and Adform Flow each report the same first deposit as theirs, so platform totals exceed what the cashier recorded.
- ×
Acquisition channels look expensive and get cut. Under last click, the campaign that introduces players shows a high cost per first deposit, loses budget, and registrations thin out later.
- ×
Cookies expire before the player deposits. Safari and iOS limit the cookie to days, so a return visit in week two arrives as a new visitor with no history.
- ×
Two devices become two strangers. Browsing on a phone and registering on a laptop are never joined, so every touch before registration vanishes.
- ×
The model stops at registration. Channels that bring players who never deposit look as good as the ones that bring depositors.
The picture is not wrong because data is missing. It is wrong because one step is standing in for the whole path.
Integrations
Every source and every retention platform, connected.
The channels a touchpoint can come from, and the platforms the deposit is read back from.
Ad platforms
Spend, campaign structure and click IDs come in. First deposits and reactivations go back out as offline conversions.
- Meta Ads
- Google Ads
- Adform Flow
- Microsoft Ads
- TikTok Ads Soon
- Pinterest Ads Soon
- Reddit Ads
- X Ads
Organic channels
Unpaid visits from search and social, attributed per post, video and keyword.
- Bing
- YouTube
- TikTok
AI search engines
Visits most analytics tools file under direct. The script separates them automatically.
- ChatGPT
- Perplexity
- Claude
- Gemini
- Copilot
- Grok
CRM and retention
Player stages and deposit values flow in, so every campaign sees the revenue it actually produced.
- Solitics
- Optimove
- Fast Track
Features
Everything multi-touch attribution needs, from first touch to first deposit.
Google organic€31.2k
ChatGPT€9.4k
Every touchpoint captured
Paid clicks, organic and AI search visits, email clicks, social referrals and page views are recorded first-party on your own subdomain, so the journey has no holes where a pixel was blocked.
MetaGoogleEmailBrand search
One identity per player
Sessions, devices and domains are stitched into one journey, and the click ID is kept for months, so a reactivation in the second quarter still credits the ad from the first.
first click · Meta Ads100%linear · 4 touches25%position · 40/20/40splitFive models, switchable per report
First click, last click, linear, position-based and multi-touch, all on the same recorded journeys. Change the model in any report and the credit is recalculated without re-tracking anything.
Mira Holt
SourceGoogle Ads
First touch12 Aug · 09:41
First Deposit€200
Credit calculated on deposits
Registrations, first deposits, deposits and reactivations come from Solitics, Optimove or Fast Track, so the split is on money deposited, not on sign-up forms.
Channel roles, not just totals
The channel report shows which channels start journeys, which assist and which close, so a channel with a poor last-click cost is judged by what it actually contributes.
MetaGoogleAdform FlowMicrosoft
Outcomes sent back to the platforms
First deposits and reactivations go back to Meta, Google Ads, Adform Flow and Microsoft Ads through their conversion APIs, so bidding learns from depositors rather than last-click sign-ups.
In the product
The same journeys under each model.
Your workspace
Attribution by modelShare of deposit revenue, last 90 days
€412kDeposits
1,860First deposits
1 clickTo switch model
| Channel | Last click | Multi-touch |
|---|---|---|
| Adform Flow | 8% | 26% |
| Meta Ads | 14% | 22% |
| Google organic | 17% | 20% |
| 24% | 17% | |
| Google Ads (brand) | 37% | 15% |
Five channels, two models, one set of deposits.
The same 90 days of deposits, credited under last click and under multi-touch. Brand search and email shrink, the Adform Flow and Meta campaigns that opened the journeys appear, and the total does not change, because the deposits did not.
- Switch the model per report; journeys are not re-collected
- Credit is a share of deposit value, not of sign-ups
- First click, linear and position-based on the same table
- Set the attribution window per report; click IDs are kept for months
Your workspace
Traffic channel reportSpend, journeys started, multi-touch revenue
Adform Flow€107k
Meta Ads€91k
Google organic€82k
Google Ads (brand)€62k
Brand search started 4% of the journeys and closed 37% of them.
Which channels start journeys, which assist, which close.
Every channel with its spend, the journeys it opened and the deposit revenue credited under the model you chose. A channel that starts a lot and closes little stops looking like waste.
- Paid, organic, AI search, email and social in one table
- Journeys started, assisted and closed per channel
- Cost per first deposit and ROAS on credited revenue
- Drill from channel to campaign, ad and keyword
Setup
Multi-touch attribution in three steps
No data warehouse, no modelling project, no engineering ticket.
- 1Around 5 minutesCNAME t → edge.arcticaura.io
Install
Add one script on your own tracking subdomain. From then on every ad click, search visit, email click and page view is recorded first-party and tied to one player.
- 2Around 15 minutesMetaGoogleAdform FlowSolitics
Connect
Connect ad accounts for spend and your retention platform for outcomes. Native for Solitics, Optimove and Fast Track, so every player stage becomes an outcome the journey can be credited on.
- 3Same day
- Registration → multi-touch split
- First Deposit → position-based
- Reactivation → revenue per channel
Pick the model
Choose which player stages count as conversions and which model each report uses. Change it later without losing anything.
Compare
Last click, asking the player, or multi-touch on the recorded journey.
| What you need | Last click (ad platforms, GA4) | Self-reported (“How did you hear about us?”) |  Arctic Aura |
|---|---|---|---|
| Credit for earlier touches | 100% to the last click | Whatever the player remembers | Split across every recorded touch |
| Attribution models | Last click or one platform's own model | One answer, no model | Five models, per report |
| Journeys longer than the cookie | 7 days on Safari, then a new visitor | Depends on memory | Click IDs kept for months |
| Phone browsing, laptop registration | Two strangers | One answer, no path | Stitched into one journey |
| Calculated on deposit value | Platform conversions and sign-ups | A form field, not a deposit | First deposits, deposits, reactivations |
| Channels in one view | Each platform reports itself | As many as the dropdown lists | Paid, organic, AI search, email, social |
FAQ
Multi-touch attribution, common questions
How is multi-touch different from last-click attribution?
Last click gives the whole conversion to the final touch before it. Multi-touch splits it across every recorded touch, so the campaigns that introduced and nurtured the player get their share.
Which attribution models are included?
First click, last click, linear, position-based and multi-touch. All of them run on the same recorded journeys, and you can switch per report.
What is the credit calculated on?
On the player stages you choose from Solitics, Optimove or Fast Track, typically first deposits, deposits and reactivations, with their value.
Do I need to re-track anything to change the model?
No. Journeys are recorded once. Changing the model only recalculates the credit.
How long are journeys kept?
Click IDs and first-party identifiers are stored server-side for months, so a deposit weeks after the first click is still connected to it.
Free walkthrough
See who really started your first deposits.
Book a demo and we'll run your own traffic through every model: what last click says, what multi-touch says, and which channels have been undercredited.
One first deposit, four touchesFrom the first ad to the cashier
JO
Jonah OkaforSports, new player
€250- Meta AdsClicked a welcome offer reel
- Google AdsBrand search, promotions page
- Adform FlowRetargeting banner, registered
- EmailBonus reminder, first deposit
✓ Credited to all four channels 4 of 4
Last click would have given the email everything.