What is Attribution?

ProfitPeak uses first-party, server-side data collection to give brands a clear understanding of the customer journey. This means we can de-duplicate revenue and profit across all customer touchpoints, ensuring you’re not over- or under-counting results. In marketing terms, this process is known as attribution.

Attribution allows ProfitPeak to assign both conversion value and profit across the different channels a customer interacts with—from organic social and Meta, to Google Ads, affiliates, and referrers.

We run four attribution models, which you can switch between dynamically depending on your use case:

• Linear: Every touchpoint in the journey receives equal credit. Useful for brands that want to measure the collective impact of their full marketing mix.
• Linear Paid: Only paid channels are included, each receiving equal weight. Helpful if you want to understand how your paid mix is working together, excluding organic.
• First Click: 100% of the value is given to the first touchpoint. Often used for measuring how effective top-of-funnel channels are at driving new discovery.
• Last Click: 100% of the value is given to the final touchpoint before conversion. This is a common model for optimising channels that close sales.

ProfitPeak also gives you flexibility over the attribution window. You can expand the view to capture longer journeys, or tighten it to look at short-term impact, simply by adjusting the date range.

What sets ProfitPeak apart is that we don’t just show you where conversions come from—we also show the specific products sold behind each ad and how that aligns with stock on hand. This lets you connect marketing performance directly to inventory reality.

To support data augmentation, ProfitPeak also surfaces all in-platform metrics (such as ROAS, CPC, CTR and impressions) alongside its attribution models. This means you can compare “what the platform reports” against “what’s actually happening in profit terms” within a single view.

On top of this, our Sherpa AI layer continuously reads all this data to provide real-time insights and recommendations around:

• Diminishing returns (when extra spend stops adding incremental value)
• Scaling opportunities (where additional budget can accelerate profitable growth)
• Creative fatigue (when ads are no longer resonating with audiences)

Finally, you can filter attribution views by new vs. returning customers, helping you understand whether campaigns are acquiring incremental buyers or driving loyalty.

In short, ProfitPeak delivers a dynamic, transparent attribution framework that aligns revenue, profit, products, stock, and in-platform metrics—with Sherpa AI acting as your guide to smarter, faster optimisation.