Attribution Report

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Where to find the Attribution Report

You can access the Attribution report by clicking on

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Video Demo

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Introduction to conversions and attribution

Converge allows you to see attributed conversions based on:

1. 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:
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2. 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 (

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.

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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

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Changing the attribution model of your first-party conversions

We allow you to change the attribution model that Converge should use to attribute its first=party metrics (e.g. Purchases).

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Customizing the table columns

You can customize the table by adding, moving or removing columns.