Choosing an attribution model and a lookback window
Vibel offers five real multi-touch models (last click, first click, linear, position-based, time decay) plus an attribution-window cap, and every channel can carry its own lookback instead of one global number.
The models, in plain terms
On Attribution (/attribution), a model menu changes how credit for a sale is split across every touchpoint in a visitor's path before the order.
- 1Last click (the default): all credit to the final touchpoint before the order.
- 2First click: all credit to the first touchpoint ever seen.
- 3Linear: credit split evenly across every touchpoint, so two touches on the same channel legitimately outweigh one touch on a different channel.
- 4Position-based: the first and last touch each take a larger share (40 percent each by default), with whatever is left split evenly across any touches in between.
- 5Time decay: a touch closer to the order carries more weight than an older one, decaying on a half-life of a number of days.
- Switching models never changes which orders are counted, only how credit for the same set of orders is divided across channels.
Lookback windows, and why one global number is wrong
A lookback window caps how far back a touch may be and still receive credit; a touch older than the window simply does not count, and the order's credit falls to whatever touches remain, or to 'direct' when nothing remains.
Vibel gives each channel its own starting default rather than one number for everything, because a Pinterest or organic-social touch is a discovery signal that can take weeks to turn into a sale, while a branded search or retargeting touch closing a journey someone else opened should not reach back a month and steal the credit. These starting points are overridable per brand and per channel, never fixed.
The separate attribution-window control
Attribution setup (Settings > Connections > Attribution) also has a top-level window control (1, 7, 14, 28 days, or lifetime) that caps every channel's lookback at once, useful when you want to see the whole page through a shorter or longer lens without editing each channel's override individually. It only ever shortens a channel's own window, never lengthens it past what that channel is already set to.
- This window is distinct from the sales-period picker elsewhere in Vibel, which decides which ORDERS are in scope. The attribution window only decides how far back a touch may reach for credit on an order already in scope.
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