There is no single correct attribution setting. Each preset answers a different question. This article shows which preset fits which question, starting with the two presets every account has.
In this article
Start with the two default presets
Preset | Question it answers | How to read it |
AI - Paid Media | Which paid channels, campaigns and ads drive my orders, and where should my budget go? | Only paid touchpoints receive credit. Compare channels and campaigns against each other and optimize here. |
AI - All Touchpoints | What does my marketing achieve overall, including organic and direct traffic? | Every touchpoint receives credit. Use it for MER, the share of organic traffic and the spillover of paid campaigns into organic. |
Both presets use AI Attribution, an unlimited window and Conversion Date. The difference is only the touchpoint selection: How do included touchpoints influence your attribution data?
đĄ Tip: For optimizing campaigns, AI - Paid Media is the recommended preset. Compare it with your ad platform regularly: if the Tracify ROAS of a campaign is higher than in the platform, the platform underreports it, if it is lower, the platform claims orders that other channels contributed to.
Typical questions and the matching preset
Question | Preset or settings |
Where should I shift budget between channels and campaigns? | AI - Paid Media |
How high is my MER, how much comes in organically? | AI - All Touchpoints |
What did the campaigns of my sales event bring in afterwards? | Click Date, 7 to 14 days, AI Attribution or Linear |
Which orders can a single channel claim at most, like its ad platform does? | Last Click, only that channel as touchpoint |
Which channel starts journeys, which one closes them? | No separate preset: the Customer Journeys dashboard shows initiator, holder and closer per channel |
How do my campaigns perform with a short sales cycle? | AI Attribution with a 7 or 14-day window, Conversion Date |
Details on the settings: What are the Attribution Models? ¡ What is the difference between Click Date and Conversion Date?
When a custom preset makes sense
Short sales cycle: If almost all customers purchase within a few days, a 7 or 14-day window keeps older touchpoints out of your daily numbers. The Customer Journeys dashboard shows how many days your customers need to convert.
Sales events and launches: A Click Date preset shows what the touchpoints of the event days generated in the following days.
Comparison with an ad platform: A preset with Last Click and a single channel comes closest to the platform view and helps to explain differences.
A single channel with AI Attribution: If you want to analyze one channel in depth, for example Meta with a 14-day window, a preset with only this channel keeps the view focused.
âšď¸ Note: Every preset shows the same orders and the same revenue in total. A custom preset changes how the credit is distributed, not what was sold. Keep AI - Paid Media as your reference so that your team compares the same numbers.
How you request a preset
Contact our support via chat or email with the four settings you need: model, window, report time and touchpoints. We create the preset within 1 to 2 days at no extra cost. All details: Understanding Presets in Tracify