Every attribution model, side by side.
There's no single "correct" way to credit a sale — so Signal Sparrow computes first-click, last-click and every multi-touch model at once, honestly labeled, and lets you reattribute your entire history the instant you switch. No black-box score, no argument about whose number is right.
How credit for a conversion gets divided.
An attribution model is the rule that decides which marketing touches get credit for a conversion — and how much. Single-touch models hand 100% of the credit to one interaction (the first click or the last). Multi-touch models split credit across every touch in the journey, weighted by position or recency.
The model you choose changes which channels look like heroes and which look like waste — which is exactly why you should see several at once. Signal Sparrow applies each model to the same revenue attribution data, so the comparison is apples-to-apples and every model still reconciles to Stripe.
Pick the lens that fits how you sell.
First-click
100% to the first interaction
Best for: Valuing demand gen and top-of-funnel discovery
Last-click
100% to the final interaction
Best for: Bottom-funnel, closing channels, quick cycles
Linear
Equal credit to every touch
Best for: Full-journey visibility with no bias
Time-decay
More credit to recent touches
Best for: Longer sales cycles where recency matters
Position-based (U-shaped)
40% first, 40% last, 20% middle
Best for: Rewarding both discovery and conversion
Custom / W-shaped
Your own weights per stage
Best for: Teams with a defined funnel and clear stages
Every model runs on the same Stripe-reconciled data, so switching lenses never changes your total revenue — only how it's distributed.
The model you pick quietly decides your budget.
Commit to a single model and you bias every decision. Trust the ad platforms' models and you get numbers that never agree.
Last-click over-credits the closer
Default last-click attribution hands all the credit to brand search or direct — starving the top-of-funnel channels that created the demand in the first place.
Every platform grades its own homework
Meta, Google and GA4 each apply their own model and window, so they collectively claim more conversions than you actually had. The totals can't all be right.
Blended scores you can't audit
Some tools hide the model behind a proprietary "score." If you can't see how credit was assigned, you can't defend the decision it drives.
Capture the whole journey, then choose your lens.
- Step 01
Capture every touch
First-party, server-side tracking records the full sequence of clicks — across devices and weeks — that led to each Stripe conversion.
- Step 02
Apply every model
We compute first-click, last-click, linear, time-decay and position-based credit for the same journeys simultaneously, all reconciled to MRR.
- Step 03
Reattribute instantly
Switch the model or the lookback window and your entire history recomputes on the spot — no re-tagging, no waiting, no data project.
Watch the credit move as the model changes.
Take one customer who touched Meta, then LinkedIn, then converted on Google brand search. Here's how a single $149/mo conversion's credit is distributed under each model — same journey, very different stories. This is why you compare before you decide, then pair the result with CAC payback to see which model reflects reality.
Credit for one conversion. Under last-click, Meta looks worthless; under first-click, it looks essential. The truth is in the comparison.
Change the model, keep the truth.
Reattribution recomputes credit across your history in place; totals always reconcile to Stripe MRR regardless of model.
Different models, one honest total.
Switching models redistributes credit — it never invents revenue. Under every model, attributed plus direct/unknown equals your Stripe net MRR for the period, to the cent. So you can debate which channel deserves the credit without ever questioning whether the total is real.
Set the lookback, and rewrite history safely.
Attribution isn't just the model — it's the window. A 7-day window and a 90-day window tell very different stories for trial-led SaaS. Signal Sparrow lets you set the lookback per report and reattribute your entire history against it instantly, so you can pressure-test assumptions without losing the underlying data.
Adjustable lookback
7, 30, 90 days or custom lookback periods.
Instant recompute
History reattributes in place immediately.
Non-destructive
Raw touches are never overwritten in the DB.
Compare models
View two side by side before committing.
Every model, running in 30 minutes.
Add the first-party snippet and connect Stripe and your ad accounts over OAuth — Signal Sparrow captures full journeys and computes every attribution model automatically, no tagging plan or data team required. Switch models and windows freely from day one.
Questions, answered.
Everything teams ask before switching their attribution to Stripe truth. Still curious? Talk to us.
A multi-touch attribution model splits credit for a conversion across every marketing interaction in the customer's journey, rather than giving 100% to a single touch. Common multi-touch models include linear, time-decay and position-based (U-shaped).
First-click gives all the credit to the interaction that introduced the customer; last-click gives it all to the final interaction before conversion. First-click favors demand-gen channels, last-click favors closing channels — which is why looking at both matters.
There's no universal answer — it depends on your funnel. Short cycles often lean last-click; longer, multi-touch journeys suit time-decay or position-based. Signal Sparrow computes several at once so you can compare rather than guess, and switch without losing data.
It redistributes credit across your existing journeys — instantly and non-destructively. Your raw touch data and your total revenue never change; only how credit is assigned between channels does. You can switch back at any time.
The attribution window is the lookback period in which touches can earn credit for a conversion. For trial-led SaaS where paying conversions happen weeks later, a too-short window credits no one. You can set the window per report and reattribute instantly.
Yes. Every model runs on the same Stripe-reconciled data, so attributed plus direct/unknown always equals your net MRR for the period, to the cent — no matter which model you're viewing.
Ready to see which ads actually pay?
Start free, connect Stripe in 30 minutes, and get attribution that reconciles to the cent.
- Free to start — no credit card
- Live data in 30 minutes
