The Performance report is the central point in Adtriba to evaluate how each marketing channel performs. Of course, you can easily see how much conversions each channel gets from our data-driven attribution model, but especially when transitioning from a static attribution model it's helpful to see the difference between the data-driven model and a static attribution model in comparison.

To make more sense out of this comparison you can find the definition for all static models provided in Adtriba here:

Last contact

This model attributes 100% of the credit to the last touchpoint before the conversion. It ignores all the other steps during the customer journey.

Caution: Unlike Adtriba the default last click model in Google Analytics is last non-direct click. That means direct type-ins only get rewarded with the conversion if there was no prior marketing touchpoint in the customer journey.

First contact

The first contact model gives 100% of the credit to the first touchpoint, no matter if a click or display view. All other touchpoints between the first contact and the conversion are ignored.


This model takes into consideration every single touchpoint throughout the customer journey. However, they are evenly credited – the respective impact of each touchpoint is not assessed.


The time-decay model gives a higher credit to touchpoints that happened closer to a conversion. The longer the time from a touchpoint to the conversion the smaller the attributed credit will be.


This model grants 40% of the attribution to the first and last touch point, splitting the remaining 20% evenly among the other touchpoints. If a customer journey has 5 touchpoints the first and the last would each get 40%, touchpoints 2,3, and 4 would each get 6.66% (20% / 3). The U-Shaped model might also be called bathtub model.

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