Venon lets you choose how credit for a conversion is assigned across the touchpoints in a customer's journey. The model you pick changes the numbers in your reports, but not the underlying data. Switching models is safe, reversible, and takes a few seconds.
Think of attribution like football
In a simple last-click model, only the player who scores the goal gets credit.
But the goal usually needed more than 1 player: the goalkeeper started the play, a defender won the ball, and a midfielder made the pass.
Attribution works the same way. A customer might see an ad, click another ad later, open an email, and then buy.
The attribution model decides which touchpoint gets credit for the sale.
This article covers the six models available in Venon, when to use each one, and how to switch them in the app.
What is an attribution model
A customer rarely buys after a single ad click. They might see a Facebook ad, click a Google search ad, open a Klaviyo email, come back through an organic search, and finally buy.
An attribution model is the rule Venon uses to decide which of those touchpoints gets credit for the sale. Different models answer the question differently. None of them is "correct" in an absolute sense. The right one depends on what you are trying to learn.
Attribution models fall into two families:
Single-touch models give 100% of the credit to one specific touchpoint. First Click, Last Click, and Last Paid Click are single-touch.
Multi-touch models distribute credit across several touchpoints. Linear Paid and Linear All split credit. All Clicks gives each channel full credit instead of splitting one total across channels.
Paid vs organic inside Venon
Venon uses eligible acquisition touchpoints in attribution and distinguishes supported paid-ad channels from non-paid sources. Not every recorded tracking event becomes an attribution touchpoint. Two of the six models only look at paid touches.
Paid Click: a touchpoint classified as a supported paid-ad channel. Adding a paid UTM to an arbitrary source does not by itself guarantee paid-channel classification.
Organic Click: everything else. Organic search, direct visits, referrals, and email (including Klaviyo flows).
Email showing up as "Organic Click" is normal. Venon groups it with non-paid traffic because you didn't pay a platform to deliver that click.
The example used throughout this article
To make the six models easy to compare, every section below uses the same customer journey from the Venon demo:
Step 1: Facebook Ad (Paid Click)
Step 2: Google Ad (Paid Click)
Step 3: Klaviyo Email (Organic Click)
Step 4: Google Search (Organic Click)
Purchase
How the 6 models assign credit
First Click: gives all credit to the first touchpoint. In the example, Facebook Ad gets the credit.
Last Click: gives all credit to the last touchpoint. In the example, Google Search gets the credit.
Last Paid Click: gives all credit to the last paid touchpoint. In the example, Google Ad gets the credit. If there are no paid touchpoints, Venon falls back to the last touchpoint.
Linear Paid: splits credit evenly across paid channels. In the example, Facebook Ad and Google Ad each get 50%. If there are no paid touchpoints, Venon falls back to all channels.
Linear All: splits credit evenly across all channels. In the example, each of the 4 channels gets 25%.
All Clicks: gives each channel in the journey 100% credit. In the example, each of the 4 channels gets full credit. Within a channel, credit is split across its ad or campaign groups and events.
All Clicks and the default model
All Clicks is the default selection in the app attribution selector when no saved preference exists. The Pixel page uses this selection. Use it to see every channel that helped lead to an order, including earlier touches that a last-click model would hide.
Because each channel gets full credit, adding channel-level purchases or revenue together can count the same order more than once. Do not treat that sum as your unique store order count or total store revenue.
The main dashboard has an exception: its Channel Performance card does not offer All Clicks. When the shared selection is All Clicks, that card uses Linear Paid instead. Check the model and window in the card settings before comparing it with Pixel.
Change the model
Open Pixel.
Click the model selector at the top, for example All Clicks.
Choose the model you want. The selector includes an example journey showing how credit changes.
The example shows a total attribution of 4 because all 4 channels receive full credit for the same purchase.
Attribution windows
An attribution window controls how far back before an order Venon looks for eligible touchpoints. It is different from the report date range, which selects the period you are reporting on.
Lifetime: uses all available eligible touchpoints, without an additional lookback limit.
90 days, 28 days, 14 days, 7 days, and 1 day: only consider touchpoints within that many days before the order.
On Pixel, use Order modelling.
Click the window selector, for example Lifetime.
Choose the window you want to compare.
Click modelling only supports Lifetime, so its window selector is disabled. See Order vs. Click modelling for the difference.
Why Lifetime does not mean unlimited history
Venon deletes tracking events older than 90 days when they are not linked to an order. Events already linked to an order are excluded from this cleanup.
For a new customer who has not ordered before, older unlinked touchpoints will no longer be available after cleanup. Selecting Lifetime does not restore them, so the first-order journey generally cannot look back beyond that 90-day retained history. This is a retention limit, not a separate attribution window.