Understand attribution in Zalify

Most orders aren't the result of a single click. A customer discovers you through a Meta ad, comes back a few days later from a Google search, then returns directly to check out. So which channel earned the sale? Attribution is how Zalify answers that question — it assigns credit for each order to the marketing channels that led to it.

The visit journey behind every order

Every time a visitor lands on your store, the Zalify Pixel records where they came from — a channel like Meta (Paid), Google (Organic), or Direct. Over days or weeks, those visits form a journey that ends in an order.

Zalify keeps the two ends of that journey on every order:

• First Visit Source — the channel that first brought the customer to your store (how they discovered you)
• Last Visit Source — the channel of the visit right before they ordered (what closed the sale)
• Total Visits — how many times they came back along the way

What an attribution model does

The full journey can touch several channels. An attribution model is the rule that decides how to split an order's revenue across them — for example, give everything to the first channel, or give everything to the last, or split it evenly.

Zalify offers five models. Because they follow different rules, the same order can credit a different channel depending on which one you pick:

• Last Click — 100% to the last channel clicked
• Last Non-Direct Click — 100% to the last channel clicked, but Direct is skipped
• First Click — 100% to the first channel clicked
• Linear — split evenly across every click
• Any Click — 100% to each channel that appeared

Switching the model at the top of the report recomputes the channel cards and the Attributed column instantly — the underlying journeys don't change, only the crediting rule does. Which one to use, and why they disagree, is covered in Attribution models explained.

How the report is built

The Attribution report turns those journeys into two views:

• Channel cards — total revenue and order count credited to each channel, under the current model, product filter, and date range. This is your "which channels drive sales" summary.
• Orders table — one row per order, showing its First Visit Source, Last Visit Source, Total Visits, and the channel it's Attributed to. This is where you trace an individual sale.

To read every control and column in depth, see Reading the attribution report.

Next steps

• Attribution models explained — all five models compared on one example order
• Reading the attribution report — filters, columns, and channel cards
• Add the Zalify Pixel to your site — the source of every visit journey