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How attribution works

Models, lookback windows and why numbers differ from Ads Manager.

Every landing with a click id or UTM is stored as a touch for that visitor. When an order comes in, ROASaurus credits the touches inside your lookback window:

• Last click: all credit to the most recent touch.
• First click: all credit to the first touch in the window.
• Linear: credit split evenly across all touches.

Ads Manager counts view-through conversions and uses its own windows, so platform numbers are usually higher. ROASaurus only counts orders it can tie to a click, which makes it a good way to compare channels against each other.

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