How Mercidia handles attribution

Compare three views of the same journeys

Mercidia shows first-touch, last-touch, and multi-touch linear allocations side by side. Each model answers a different descriptive question about the touchpoints recorded before an eligible commerce event.

• First touch gives the recorded starting interaction full credit.
• Last touch gives the recorded final interaction before purchase full credit.
• Linear attribution distributes credit evenly across recorded touchpoints.

Use recorded evidence only

Only recorded touchpoints receive credit. Missing journeys remain unallocated, and the active methodology version, lookback window, order eligibility, source counts, and limitations stay visible beside the comparison.

• Shopify order and GA4 event coverage affects what can be compared.
• Consent, UTM coverage, cross-device activity, and source freshness can change the result.
• Historical snapshots without methodology metadata are labeled legacy-unversioned.

Attribution is not causality

These models describe recorded allocation, not incremental lift. Mercidia uses the comparison to make a revenue decision more inspectable and keeps uncertainty visible when the evidence is incomplete.