Five attribution models on the same data
Valkiria collects touchpoints from the UTM tags on your orders and splits revenue across channels, sources and campaigns under all five attribution models. The comparison table shows which channel holds up everywhere and which one only exists under last-click.
01What hurts
Why last-click quietly kills the top of the funnel
All revenue goes to the last click
Brand search and retargeting take the whole result, discovery channels look unprofitable — and the first budget cut lands on the channel that brought the people in.
Every team has its own number
Each channel counts its own conversions, the totals across reports exceed real revenue, and the argument with the agency comes down to whose spreadsheet is righter.
There is nothing to test the conclusion against
One model gives one picture. Whether the conclusion is robust or only holds under the model you happened to pick is invisible in a single report.
Scroll to see it work
Attribution in four moves
- 01Scattered
Without Attribution, this work is spread across spreadsheets and tabs.
- 02Connected
Attribution reads the accounts and data you have already connected.
- 03Found
It highlights what matters now, with the evidence behind it.
- 04Approved
You decide what happens next: what applies on its own and what waits for approval.
02How it works
How the attribution report is built
- 01
Tag your links with UTM
Orders carrying utm_source, utm_medium or utm_campaign become touchpoints; the channel is derived from the tags — paid search, social, email, affiliate, organic.
- 02
Pick a model and a period
Five models and a date range, last 30 days by default. The whole report is recalculated for the model you choose.
- 03
Compare the models
Comparison mode puts all five models in one table, so each channel shows its share of revenue under every one of them.
03What you get
What five-model attribution gives you
Five models out of the box
First touch, last touch, linear, time decay and position based, all switchable on the same set of touchpoints.
01Models side by side
A channel × five models table shows the spread: a channel that holds everywhere is a different thing from one that lives in a single model.
02Breakdown down to the campaign
Revenue, conversions and share are counted by channel, source and campaign, not only at the top channel level.
03Weights you can explain, not magic
Time decay uses a seven-day half-life; the position-based model gives 40% to the first touch, 40% to the last and 20% to the middle.
04An honest empty screen
With no touchpoints the system says so and points to tracking setup; a loading error is shown separately instead of as zero revenue.
05Read-only
Attribution changes nothing in your ad accounts: it explains where the revenue came from and leaves the decision to you.
0604In numbers
- 5
- attribution models on the same dataset
- 7
- days — the half-life in the time-decay model
- 0
- invented touchpoints: only real UTM tags count
Who gets what
What each type of client takes away
What you connect
- Ad accounts
- Analytics
- Website
- Bank & invoices
What Valkiria does
- 01Collect spend and results
- 02Find leaks and gaps
- 03Propose next steps
What you get
- Action plan
- Owner report
- Spend control
See every ad budget and what it returns, without opening five dashboards
Google, Meta, TikTok and the rest in one view, in your currency, with results next to costs.
Findings turn into a prioritised list of next steps with the evidence behind each one.
New campaigns are created paused. Edits to live campaigns stay off until you switch them on for an account; deletions and new spend always wait for approval.
Modules that do the work
05FAQ
Questions about attribution
06See also
All modulesStart now
Test your conclusion with five models
The report is built from your UTM-tagged orders and changes nothing in your ad accounts. Model comparison is available as soon as the first touchpoints land.