Settings → Attribution

The Attribution tab in Settings (/settings?tab=attribution, group Settings) shows what DURUM actually ties to your ads and lets you pick the attribution model used by default on the account. To understand the mechanics (UTM, click, form, journey), read Attribution & UTM first.

What DURUM ties to an ad (coverage card)

At the top of the tab, a card sums up the attribution chain over the last 30 days:

1. How DURUM ties a sale to an ad: the chain Click / ID → Lead → Booking → Call → Sale, then the rule in one sentence: the sale goes to the first-touch ad when it lands within 30 days, otherwise to the last-touch ad. Captured identifiers are the reference; a campaign name is only a fallback, and it is flagged as such.
2. What DURUM ties, 30 days: the number of sales linked to an ad and the amount tied, with two confidence badges, Verified and Probable. One line states how many of those sales closed more than 30 days after the first touch: they fall outside the ad platforms' click window, only DURUM links them to the ad.
3. To tie more (shown only when some sales have no identifier): the number of sales that arrived without an identifier, often a calendar without UTMs or a page without the pixel, with a Show the N button that lists each sale (contact, source, utm_source, utm_campaign, amount).

Reading this card

The card never shows a "not attributed" percentage. A sale without an identifier is a fix to make on your side (add UTMs to a calendar link, install the tracking script on a page), not a limit of the measurement. See Configuration by platform.

Default attribution model

Below the card, the section titled Vue avancée : modèle d'attribution (advanced view: attribution model) offers four models. The pinned model applies to every user of the account.

Model	What it does
Durum Hybrid (default)	First ad when the first touch is less than 30 days old, last ad otherwise
Linear	Equal credit to every ad in the journey
First Touch	Credit to the first ad seen
Last Touch	Credit to the last ad seen

Pick a model, then click Pin as client default. A warning reminds you that the setting applies to the whole account: your whole team's dashboards are recomputed with this model.

What the model changes, and what it does not

Today, this setting only changes the Refunds and Net ROI columns of the Ads and Marketing tables. Leads, appointments, sales and ROAS stay computed on the DURUM chain (30-day hybrid), whatever the choice. Funnel KPIs (leads, bookings, sales) are neutral: they never depend on the attribution model.

No window to set

The 30-day window of the hybrid rule is fixed. There is no configurable attribution window in this tab.

The same selector exists on the Ads page to compare models on the fly; only an authorized role can pin the account default from there.

The Understanding attribution page

The /settings/attribution link opens an explanatory, read-only page available to every signed-in user: a diagram of the position split (40% first touch, 20% middle touches, 40% last touch, an approximation based on first and last touch only), then one card per model with a concrete example. This page changes nothing: the setting is made in the tab described above.

Who can change the model

The tab requires the Edit attribution model permission (attribution_model:edit), granted by default to the owner, administrator and media buyer roles. The client, member, copywriter, designer, tech dev, sales director, sales rep and viewer roles do not have it by default; an administrator can delegate it in Roles & permissions. Without it, the tab does not appear and a direct link redirects to Integrations.

The tab shows "Select a client to edit the settings." until an account is chosen in the filter.

Neighbouring tab: Sales

In the same Settings group, the Sales tab defines how many sales exist and which revenue counts; the Attribution tab defines which ad gets the credit for that volume. The two are independent. The Sales tab offers:

• Sales counting: First purchase per product group (default), One sale per customer or Every payment received.
• How to count my numbers: for leads and bookings, count every event or once per prospect, with an optional recount window. Details in How your numbers are counted.
• Product groups: group the products that form one sale, with an Ignore revenue checkbox for a product whose amount must not be added (a deposit already included in the final payment, for instance).

Before applying a counting change, a Change impact dialog shows the number of sales before and after over the last 90 days and reminds you that the change is retroactive on the whole history.