Cherry Seed

How do attribution models cause discrepancies?

Quick Answer

Attribution models decide who gets credit for a conversion. Last-click gives 100% to final touchpoint. Data-driven distributes credit. Same customer journey, different credit allocation. Facebook uses self-serving attribution; GA4 is more neutral.

Full Answer

Attribution model impact on numbers: The customer journey: 1. Sees Facebook ad → clicks 2. Sees Google ad next day → clicks 3. Types brand name → organic → purchases Last-click attribution (default Google Ads):

  • Google Organic: 100% credit
  • Facebook: 0% credit
  • Google Ads: 0% credit Data-driven attribution (GA4):
  • Facebook: 35% credit (introduced)
  • Google Ads: 40% credit (reinforced)
  • Organic: 25% credit (converted) Facebook's attribution:
  • Facebook: 100% credit (within 7-day window)
  • Ignores subsequent touchpoints Why this creates discrepancy:
  • 100 conversions occur -...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/101

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/common-tracking-problems/numbers-never-match-s4