Attribution Settings for Offline Conversions Explained

Please note the following settings will apply to ALL ad platforms that you are sending events to.

Which “Pending Conversion Attribution Mode” should I pick?

This is ultimately up to you, but the most advised way depends on your specific business model:

Last Click – This is the default setting and best for businesses with shorter customer journeys. Also take in mind that if you are going to send events to an existing pixel and an existing event, you need to use last-click mode in order to match with Facebook’s attribution mode.

Scientific mode – This is best used if you have funnels with longer customer journeys, and leads often go through multiple sources before purchases. For example this may be appropriate for a call funnel. That being said do not use this if you are sending events to an existing pixel.

You can also choose the day of first click attribution here. The general rule is to include at least the number of days of your average customer journey from initial ad click to purchase. So if it takes an average of 4 days, choose 5 at least, if it takes an average of 13 days, choose 15 at least. Anything beyond 30 days then choose 30.

Should I ignore organic?

By default we will ignore organic sources when sending events to your ad platforms. As an example, let’s say a lead has the following journey, in this exact order:


This means the lead initially came in via a Facebook ad, then later clicked through an organic source and then purchased.

If we are sending events in last click mode, then the last click in this case is “@OrganicSourceClick”. Because in this case the sale is not attributed to a Facebook ad, we will NOT send the event to Facebook.

However, if you choose to ignore organic sources (which is our default setting), we will ignore “@OrganicSourceClick” and attribute the sale to the last Ad source. Therefore in the example above, the purchase will be attributed to “@FacebookAd” and we will therefore send the sale to Facebook.

It is ultimately up to you how you want to use organic sources here. However most users consider it fine to ignore organic sources to send more events, even if they went through an organic source during the journey.

That being said if you consider this incorrect and organic traffic is very important to you and how your business makes decisions, you may want to consider including organic sources here, that way you are not optimizing around events in your ad manager that may have come from organic sources instead.