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

# Attribution Overview

> How Crux captures up to 31% more attributed revenue by combining six data sources into a single attribution waterfall, giving you a complete picture of marketing performance.

Most ecommerce brands lose visibility over a significant portion of their orders. Standard last click UTM tracking typically captures just 15-25% of influencer & refer a friend driven revenue. A large share of orders end up labelled as "Direct" or "Unknown", making it impossible to understand what is actually driving growth.

Crux solves this with a multi-source attribution system that checks six data sources in sequence, recovering orders that standard tracking misses.

## What Crux attribution delivers

<CardGroup cols={3}>
  <Card title="Multi-source waterfall" icon="layer-group">
    Six data sources checked in sequence, so orders missed by one source are caught by the next. GA4, discount codes, Shopify, Klaviyo email and flows, post-purchase surveys and order attributes/tags all contribute.
  </Card>

  <Card title="First-click and last-click" icon="arrows-left-right">
    See both the channel that introduced a customer (first-click) and the channel that drove their purchase (last-click), giving you the full acquisition picture.
  </Card>

  <Card title="Configurable rules" icon="gear">
    Channel definitions, discount code mappings and survey answers all live in a Google Sheet you control. Adjust attribution logic without waiting for code changes.
  </Card>
</CardGroup>

<Info>
  Crux attribution typically recovers around **31% more attributed revenue** than standard last-click UTM reporting, and captures **90%+ of influencer-driven orders** compared to the 15-25% that UTM tracking alone provides.
</Info>

## Two layers, two decisions

Attribution answers two different questions, so Crux runs two complementary layers. The **deterministic** layer attributes each order to a real, traceable touchpoint via the waterfall, and is the right lens for within-channel optimisation. A **modelled** layer then sits on top, redistributing residual non-actionable traffic across your real channels using post-purchase survey data, so cross-channel strategy and budget decisions are made on a complete picture rather than a large "Unknown" bucket. See [how attribution works](/attribution/how-it-works) for both layers in detail.

## First-click is the starting point

First-click attribution is the first port of call across all Crux dashboards because we believe it to be the most effective way of measuring full funnel performance for DTC brands. Last click alone favours lower funnel activity making optimisation of mid and upper funnel activity (YouTube, Meta, TikTok, Influencer) challenging. Our first click model works alongside discount codes and post-purchase surveys to build the most complete acquisition picture.

Last-click attribution is available for visibility and used primarily in CRM reporting (email and SMS channels), since those are low-funnel touchpoints that close sales rather than introduce new customers.

## Where attribution appears

Attribution data flows into your dashboard reports automatically. The two primary places to explore it are:

<CardGroup cols={2}>
  <Card title="Orders report" icon="receipt" href="/dashboard-suite/orders">
    Order-level attribution with full source, channel, campaign, and discount code breakdowns. Includes both first-click and last-click fields.
  </Card>

  <Card title="Channel Performance report" icon="chart-pie" href="/dashboard-suite/channel_performance">
    Aggregated channel-level performance showing spend, revenue, CAC, and ROAS across all attributed channels and channel groups.
  </Card>
</CardGroup>

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**Need help?** [Contact our team](mailto:support@gocrux.io) or [book a demo](https://gocrux.io/contact).