Attribution Vertex

What is Attribution

Attribution is all about giving credit to an ad or channel for helping lead to a customer’s purchase. It’s a key part of marketing analysis that allows you to see which of your marketing efforts are truly paying off.

With Profit Peak’s Pixel, every touchpoint in your customer’s journey is tracked, so you can see exactly how each interaction contributes to the final purchase. This means you can assign credit to the right ad clicks and understand their true impact.

The Attribution Vertex page shows your marketing data from all campaigns across different platforms (including Google, Meta, Klaviyo, TikTok, Direct, Organic channels, retail shop, and other platforms like Facebook and Instagram).

You can filter this information in various ways to gain better insights from the data.

Filtering Models

Market:

You can filter the results by choosing your market of interest. We segment the market as:

• All Markets
• North America, Hong Kong, Taiwan & Singapore
• International
• Australia

Date range filtering

You can view campaign performance across a specified date range. You can also compare current campaign performance with previous periods.

Attribution Models:

• First Click: Credit is given to the first click
• Last Click: Credit is given to the last click

When to Use

• First Click: To identify which channels or ads initiate customer interest and generate awareness.
• Last Click: To understand which channels or ads are most effective at converting prospects into customers.

Advantages

• First Click: Highlights the effectiveness of top-of-the-funnel marketing efforts.
• Last Click: Focuses on the touchpoints that seal the deal, aiding in optimizing lower-funnel activities.

Example

• Imagine a customer who first sees a Facebook ad and clicks on it but doesn't make a purchase. Two weeks later, they receive an email from your brand, click on it, and still don’t buy. Finally, they see a Google search ad, click on it, and decide to make a purchase. In the First Click model, the Facebook ad receives all the credit because it was the initial touchpoint that started the customer's journey. In the Last Click model, the Google search ad would receive all the credit. 

• Linear Weighted: credit divided equally between all clicks

• Linear Paid: Credit is divided equally between all paid clicks

When to Use

• When you want a balanced view of the contribution of each marketing touchpoint.
• Suitable for campaigns where every interaction plays a significant role in the conversion process.

Advantages

• Provides an equitable analysis of all marketing efforts.
• Ensures that no single channel or interaction is over or under-valued.

Example

• Imagine a customer who clicks on a Twitter ad, followed by a blog post link in a marketing email. They then click on a retargeting ad on Facebook. Finally, they click on a Google search ad and make a purchase. In the Linear (All) model, credit is equally distributed among all touchpoints (Twitter ad, blog post link, Facebook retargeting ad, and Google search ad), showing that each interaction played a part in the conversion. In the Linear (Paid) model, credit is equally distributed among all paid touchpoints (Twitter ads, Facebook retargeting ad, and Google search ad). 

Customer Model:

• New Customers: A customer who has not shopped with you in the last 2 years
• Returning Customers: A customer who has shopped with you in the last 2 years
• All customers: Both new and returning customers

Track Cost Model:

• Cost by Acquisition (CPA): Calculate customer journey cost by CPA. This will normally lead to lower marginal profit and net profit
• Cost by Clicks: Calculate customer journey cost by CPC. This will normally lead to higher marginal profit and net profit

Status:

• Active: Display campaigns that are currently active
• Inactive: Display campaigns that are currently inactive
• All: Both active and inactive campaign

Differences Between Profit Peak Data and Analytics from the advertising platforms.

Installing the ProfitPeak Pixel on your site bridges the attribution gap created by privacy changes like Apple’s iOS updates and browser-level cookie restrictions. Unlike traditional front-end pixels that rely on third-party cookies (which are often blocked or degraded), our server-side tracking leverages first-party data to ensure that key customer events are captured reliably. This allows us to bypass cookie blockers and browser limitations, significantly improving the accuracy of tracking user behaviour and conversions. As a result, we can more precisely attribute ad clicks to real conversions across platforms like Facebook, Google, Instagram, Pinterest, and TikTok — giving you a clearer picture of what’s driving profitable growth.

Any column with our Logo consists of first-party data tracked by the PP’s Pixel. Meaning, what our PP’s Pixel has determined to be your true Return on Ad Spend (ROAS) and Profitability Return on Ad Spend (GPROAS) based on our tracking and attribution data.

Beyond the profit talk, our Pixel also track a ton of data:

Click the Reorder Columns to add, remove or rearrange columns of data on the table

Sherpa AI – Your Always On Digital Analyst

Sherpa AI is your intelligent assistant built directly into Attribution Vertex, designed to help you make sense of performance data without the guesswork. Powered by machine learning, Sherpa continuously monitors your campaigns, channels, and customer touchpoints—ready to answer your most pressing attribution questions at any time.

Whether you're uncovering why ROAS shifted, identifying which platform drives the most valuable customers, or benchmarking cost per acquisition, Sherpa is there to turn complex data into clear, actionable insights. Just ask, and Sherpa helps you connect the dots—no spreadsheet required.

Popular Prompts:

• Which Meta creatives are showing signs of fatigue?
• Which Google Ads are showing signs of diminishing returns?
• What are our most profitable Google and Meta campaigns?
• What products are selling the most on organic social?
• Which Meta and Google ads are driving the most new customers?

To access the feature, click on the blue button.