Where to find the Attribution Report
You can access the Attribution report by clicking onAttribution
in the Analytics section of the main navigation. Or by navigating directly to the Attribution report.
Video Demo
Introduction to conversions and attribution
Converge allows you to see attributed conversions based on:- First-party Attribution: these are conversions attributed by Converge based on the attribution model you pick in Converge and your Converge tracking parameters. You can recognize them by this icon: .
- In-Platform Attribution: these are conversions attributed by the ad platform themselves. You can recognize all in-platform data by this icon:

The screenshot above shows the purchase conversions based on First-party Attribution ( Purchases) and the In-Platform Attribution ( Purchases). There is no notion of in-platform attribution for channel sources that are not ad platforms. An Organic channel has no built-in attribution, but the Facebook Ads Manager does.
Why are my First-Party conversions and my In-Platform conversions different?
If you are using the Converge Destination product, then the same data is powering your first-party attribution and your in-platform attribution. However, the attributed conversions based on first-party attribution and itself will likely not match as they are based on different attribution models. If you want to learn how to interpret these numbers and why they are different, then you should read our guide on understanding attribution.Changing the attribution model of your first-party conversions
Changing the attribution model will only change the attribution model of first-party metrics. The In-Platform conversions and metrics are determined by the attribution model by the ad platform itself

See Attribution Models for a detailed description of all our attribution models.
Customizing the table columns
You can customize the table by adding, moving or removing columns.Add custom columns
Add custom columns
- Click on in the top right corner of the table.
- Search or select the metric you want to add.
- Select how you want to aggregate the metric. (optional)
- Click Save.
Check Metrics to see which metrics you can add.
Change the order of the columns
Change the order of the columns
- Drag and re-order the columns by grabbing onto the name of the column and moving it above or under other columns.
- Click Save.
Remove a column
Remove a column
- Hover over the column name and click the -icon next to the name.
- Click Remove.
- Click Save.