What is AI Attribution?
Our AI Attribution automatically assesses and weighs the most impactful touchpoints in your customer’s journey to a purchase.
With standard attribution (last click, first click, etc.) - marketers take their best guess on the right model. In contrast, our AI Attribution has evaluated millions of customer journeys to identify the patterns and user behaviors that lead to purchases. We use this to calculate where you are seeing the highest ROI to scale more efficiently than ever before.
Our AI attribution is fully driven by real data on your converting customers, removing any guesswork (and potential for mistakes) from your attribution.
How to access AI Attribution
Chrome Plugin In the Attribution tab there is a switch that lets you choose between AI Attribution and Standard Attribution 
| Dashboard Switch between AI Attribution and Standard Attribution in the top right corner. 
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Attribution Settings Menu
With the menu button on the right - the "Attribution Settings" will open. Here you can adjust your attribution settings and customize the way AI attribution should analyze the customer journeys.
Choose Preset
AI Attribution Touchpoint Selection
In the image, we see the settings for AI Attribution mode, allowing users to customize the analysis of touchpoints in their marketing data. The three options available are:
All: Analyze both paid and non-paid touchpoints.
Paid Media: Focus only on paid touchpoints.
Custom: Select specific touchpoints for analysis. The user can manually choose from options like Meta, Google, TikTok, and more, as shown in the dropdown list.
FAQ
Why can't I change my settings under AI Attribution like I can with Standard Attribution?
Why can't I change my settings under AI Attribution like I can with Standard Attribution?
Because AI attribution automatically assesses the impact of every touchpoint across all channels, your standard attribution settings such as window and model are no longer necessary. Configuring these settings would actually be counter-productive because the more information our AI is given, the more it can identify the important factors and signals that lead to a purchase.
Can I switch which attribution mode I want to use?
Can I switch which attribution mode I want to use?
Yes! You can change your mode from AI Attribution to Standard Attribution, or vice versa, in the Dashboard settings or the Chrome Plugin's Attribution tab.