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 five 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 are multi-touch.
Paid vs organic inside Venon
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.
Paid Click: any visit from a paid ad. Meta, Google Ads, TikTok, Taboola, and any UTM-tagged paid source.
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 five 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