Attribution

When someone finds you through an ad, then comes back later through search, then finally converts, attribution is the rule for deciding which of those visits gets the credit for the result.

Different attribution models — last click, first click, or something that spreads credit across the path — can tell very different stories about the same customer, so which one you are looking at changes what you would conclude about a channel value.

Which attribution model does datanephew use?

It reads whatever model your connected source reports and can explain what that means — ask it to walk through a specific conversion path if a number looks surprising.

Is one ad channel actually working, or just getting credit for someone else work?

Ask datanephew to look at the full path for conversions in that channel, not just the last click — that is usually where the real answer is.