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.

This article covers the five models available in Venon, when to use each one, and how to switch them in the app.

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:

Every touchpoint Venon records is tagged as either a Paid Click or an Organic Click. Two of the five models only look at paid touches.

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.

To make the five models easy to compare, every section below uses the same customer journey from the Venon demo:

Four touchpoints. Two paid, then two organic. This order makes every model give a different answer, so the differences are easy to see.

Description: Gives credit to the first click.

What it means: 100% of the credit goes to the first touchpoint that brought the visitor in, paid or organic.

Use this if: You want to see what drives discovery. First Click shows which channels are best at introducing your brand to new customers.

Example: The Facebook ad on Step 1 gets 100% of the credit because it was the first touch.

--> Best for top-of-funnel campaigns, brand awareness, prospecting ads, and content or influencer work where the value is discovery. Useful when you are scaling cold audiences and want to know what brings new visitors in. Trade-off: First Click ignores everything that happens after discovery, so a channel that brings traffic but rarely converts will still look strong here.

Description: Gives credit to the last click.

What it means: 100% of the credit goes to the last touchpoint before the purchase, paid or organic.

Use this if: You want to see what closes sales. Last Click shows which channels convert shoppers who are already ready to buy.

Example: The Google Search on Step 4 gets 100% of the credit because it was the last touch before the purchase.

In-product description: Gives credit to the last paid click.

What it means: 100% of the credit goes to the last Paid Click before the purchase. Organic clicks that happen after the last paid touch are skipped.

Use this if: You want to know which paid channel closed the sale, even when the final visit came from a non-paid source.

Example: The Google Ad on Step 2 gets 100% of the credit. The Klaviyo email and Google Search after it are organic, so Venon skips them and lands on Google Ads as the last paid touch. Facebook was also paid, but earlier in the journey.

In-product description: Evenly splits credit across paid channels.

What it means: Credit is split evenly, but only across Paid Clicks. Organic touches get nothing.

Use this if: You want to evaluate paid media spend on its own, without organic channels mixed in.

Example: Facebook Ad and Google Ad each get 50% of the credit. Klaviyo Email and Google Search get 0%.

In-product description: Evenly splits credit across all channels.

What it means: Every touchpoint in the journey gets an equal share of the credit, paid and organic.

Use this if: You want a balanced view of the full journey, not just the endpoints.

Example: Each of the four steps (Facebook Ad, Google Ad, Klaviyo Email, Google Search) gets 25% of the credit.

Changing the attribution model redistributes credit across channels. Some numbers on the Pixel page change, others stay the same.

What changes per channel:

What stays the same:

A practical example: under Last Click, Google Search (organic) might show a strong ROAS because it is credited for many orders. Switch to Last Paid Click and that revenue shifts to Google Ads or Meta, raising their ROAS and dropping organic to zero. Your actual spend and sales did not change. The same data is reported differently.

This is why comparing two or three models side by side is often more useful than picking one. If a channel's ROAS is strong under every model, it is contributing real value. If it only looks good under one model, that is worth checking before you scale budget into it.

There is no universal "right" model. The one you pick should match the question you are trying to answer.

Most Venon users compare two or three models rather than settling on one. The same campaign can look profitable under Last Click and unprofitable under First Click. That gap is often the most useful information the report gives you.

The numbers in Venon will not match Meta Ads Manager or Google Ads exactly, and that is expected. Two reasons.

First, the platforms use different attribution logic:

Neither of those maps one-to-one onto a Venon model.

Second, Venon is server-side. Venon tracks conversions directly from Shopify, so iOS 14 restrictions, ad blockers, and cookie limits do not erase data the way they do inside the ad platforms. Venon usually sees more conversions than Meta or Google report on their own.

Venon also sends conversion data back to Meta and Google via the Conversion API. Over time, the platforms' own reports catch up as they learn from the data Venon feeds them.

For the closest cross-platform comparison, use Last Click or Last Paid Click inside Venon. Expect small differences and treat them as normal. If Venon shows more conversions than the platforms, that is usually the data that was lost to tracking restrictions before Venon was in place.

The model you select only changes how numbers are displayed. Your raw tracking data stays intact, so switching back never loses anything.