> ## Documentation Index
> Fetch the complete documentation index at: https://dataglue.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribution

> Understanding DataGlue's multi-touch attribution system and how it tracks customer journeys.

# Attribution

DataGlue provides comprehensive multi-touch attribution tracking that captures both first-touch and last-touch interactions.

## Attribution Model

Unlike traditional analytics that only track last-touch attribution, DataGlue preserves the complete customer journey:

### First-Touch Attribution

Records the initial source that brought the visitor to your site:

* `glue_initial_utm_source`
* `glue_initial_utm_campaign`
* `glue_initial_utm_medium`

### Last-Touch Attribution

Tracks the most recent source before conversion:

* `glue_last_utm_source`
* `glue_last_utm_campaign`
* `glue_last_utm_medium`

## Customer Journey Example

```mermaid theme={null}
journey
    title Multi-Touch Attribution Journey
    section Week 1
      LinkedIn Ad Click: 5: Visitor
      Initial UTM Captured: 5: DataGlue
      Browses Site: 4: Visitor
      Leaves Without Converting: 3: Visitor
    section Week 2
      Email Campaign Click: 4: Visitor
      Last UTM Updated: 5: DataGlue
      Initial UTM Preserved: 5: DataGlue
      Form Submission: 5: Visitor
      Both Attributions Sent: 5: DataGlue
```

## Platform-Specific Attribution

DataGlue automatically captures platform-specific identifiers:

### Google Ads

* **gclid**: Google click identifier
* Automatic capture from URL parameters
* Stored as `glue_initial_gclid` and `glue_last_gclid`

### Facebook Ads

* **fbclid**: Facebook click identifier
* **\_fbp**: Facebook browser pixel
* **\_fbc**: Facebook click ID from cookies

### TikTok Ads

* **ttid**: TikTok tracking identifier
* Session storage synchronization
* Enhanced attribution data

## Implementation

DataGlue attribution works automatically once installed:

```html theme={null}
<!-- No additional code needed -->
<script src="https://api.dataglue.io/glue.min.js"></script>

<!-- Attribution data automatically captured from URLs like: -->
<!-- ?utm_source=linkedin&utm_campaign=product_launch&gclid=abc123 -->
```

## Accessing Attribution Data

```javascript theme={null}
// Get all attribution data
const attribution = window.glue.getAttribution();

// Get specific touchpoints
const firstTouch = window.glue.storage.get('glue_initial_utm_source');
const lastTouch = window.glue.storage.get('glue_last_utm_source');
```

## Benefits

1. **Complete Journey Mapping**: See the full path to conversion
2. **Accurate ROI Calculation**: Credit all contributing touchpoints
3. **Campaign Optimization**: Understand which combinations drive results
4. **Customer Insights**: Identify high-value user paths