Stop optimising for the last click.
Last-click attribution gives 100% of the credit to the channel that was there at the end — and zero to everything that built the intent. Prooflytics MTA shows you how every channel contributed to every conversion, from first impression to revenue.
Attribution models
Linear
Equal credit to every touchpoint in the journey. Good baseline for accounts with short sales cycles.
Time-decay
More credit to touchpoints closer to conversion. Standard for B2B SaaS with 14-30 day eval cycles.
Position-based (U-shaped)
40% to first touch, 40% to last touch, 20% distributed across middle. Highlights acquisition and closing channels.
Data-driven
Prooflytics computes fractional credit based on observed conversion lift per touchpoint in your actual funnel — requires ≥500 conversions.
Channel coverage
How it works
Server-side UTM capture
When a visitor lands on your site, Prooflytics captures their UTM parameters server-side, unaffected by ad blockers or cookie consent. This becomes the first touchpoint in their journey.
First-party pixel events
Downstream events — sign-up, purchase, subscription start — are captured via the Prooflytics pixel and matched to the original session. The identity graph stitches email-based events across sessions.
Platform data join
Ad platform data (impressions, clicks, spend) is joined to conversion events. Prooflytics resolves cross-device and cross-channel paths into a single journey view per converted user.
Model selection & reporting
Choose your attribution model in settings. The daily briefing, channel reports, and ROAS calculations all update to reflect your chosen model — giving you one consistent truth across every report.
Frequently asked questions
What is multi-touch attribution and why does it matter?
Multi-touch attribution (MTA) distributes conversion credit across all the channels and touchpoints a customer interacted with before converting — not just the last one. Last-click attribution overstates the value of bottom-funnel channels (retargeting, branded search) and understates awareness channels (Meta prospecting, LinkedIn). MTA gives you an accurate picture of what is actually driving revenue.
Which attribution model should I use?
For most performance marketing accounts, time-decay or position-based (U-shaped) attribution gives the clearest signal. Time-decay rewards channels that closed the deal without dismissing awareness. Position-based is best when you have a distinct acquisition moment (the first ad click) and a distinct conversion moment (email or retargeting) you want to value separately. Data-driven is most accurate but requires sufficient conversion volume.
How does Prooflytics collect cross-channel touchpoints?
Prooflytics combines UTM parameters (captured server-side on landing) with first-party pixel events and direct API connections to ad platforms. This gives you a stitched journey even when cookies are blocked — UTM data is captured at session start and stored in your own database, not a third-party cookie.
How is this different from GA4 attribution?
GA4 attribution relies on client-side JavaScript and is degraded by consent decline, iOS restrictions, and ad blockers. Prooflytics captures UTM data server-side at the moment of landing, unaffected by cookie consent. For EU fintech and DTC brands seeing 30-60% signal loss in GA4, this is the primary source of truth.
What plans include multi-touch attribution?
MTA reporting is available on the Scale plan ($449/mo) and Enterprise. Growth plan users see last-touch and linear models. Scale unlocks position-based, time-decay, and data-driven attribution.
Know which channels drive revenue — not just which ones get the last click
14-day free trial, no credit card required. MTA reporting available on Scale plan.
Independent reviews on G2.