> ## Documentation Index
> Fetch the complete documentation index at: https://docs.datalyr.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Understand how campaign context reaches a customer and conversion.

Attribution connects a conversion to the marketing context captured earlier in the journey. Datalyr uses available first-party context—such as campaign parameters, supported click IDs, tracking links, visitor identity, and connected revenue events—to build that connection.

## What has to work

```text theme={null}
Campaign visit → context captured → identity preserved → conversion received
```

If one stage is missing, the conversion can still exist without a useful campaign assignment.

## Verify an attributed journey

1. Create a controlled campaign or tracking link with recognizable UTMs.
2. Open it in a private browser.
3. Confirm the visit in **Live** or **Events**.
4. Complete the identity and conversion steps.
5. Open the customer in **Users** and follow the touchpoints.
6. Open **Conversions** to inspect the rule match and delivery separately.

## Why platforms disagree

Ad platforms can use their own click and view windows, models, timezones, and modeled conversions. Revenue systems usually report the transaction without assigning marketing credit. Datalyr's first-party view will not always equal either one.

Before comparing totals, align:

* the exact date range and timezone;
* conversion event definition;
* gross versus net revenue;
* currency handling;
* attribution window and model;
* click-through versus view-through inclusion.

<Note>
  Attribution is evidence from the context available to Datalyr. It cannot recreate a click identifier, campaign parameter, or identity link that was never collected.
</Note>

## Improve missing attribution

Use consistent UTMs, install tracking on every owned step, identify customers at a trusted moment, preserve identity across checkout where supported, and connect the system that records revenue. A first-party domain can also reduce blocking, but it does not bypass consent or browser privacy choices.