Attribution software
Don't make spending decisions on numbers you can't trust
When multiple channels claim credit for the same conversion, use Matomo to see the contribution of each channel with data you own.
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Trusted by 1 million organisations worldwide
See how every channel contributes to conversion
See how channels and campaigns contribute across the path to conversion, then compare attribution models to understand how credit shifts between touchpoints.
Multi-touch attribution
Don’t rely on just the last interaction. Recognise every channel that assists conversions, and avoid cutting channels that contribute before the final interaction.
Different attribution models
Use different models to make sense of the customer journey and challenge assumptions before reallocating budget.
Channel/campaign contribution
See the sources and campaigns that assist and complete conversions, giving you a good reason to invest more in them.
How to turn attribution data into better decisions
Examine, compare and defend the evidence behind your decisions before changing campaign spend. Matomo brings your underlying data, attribution models and reporting tools together in one place.
- First-party, unsampled attribution data: Make more confident campaign budget decisions using your full recorded dataset, not an estimated sample. Review conversion and visit figures directly in Matomo, compare how each channel contributes and avoid shifting spend based on incomplete evidence.
- Compare attribution models side by side: Compare up to three attribution models in a single report. Keep conversions, goals, and date ranges constant. See how selected models change the value of each channel and test your assumptions before any budget adjustments. Choose from models like first interaction, last interaction, linear, position-based, or time decay. Use these models to challenge your assumptions and make informed decisions with big-picture insights.
- Export and audit attribution reports: You can fetch Channel Attribution reports through the Matomo HTTP Reporting API with supported formats including JSON, XML, CSV, and HTML. Report exports are available through the reporting interface or API.
On-Premise deployments offer direct database access. With greater control over how attribution data is examined, reconciled, and incorporated into wider reporting systems, you can use it for internal reporting, leadership evidence, or BI integration. - Attribution for websites and apps: See which touchpoints contribute to conversions and orders across your websites and apps. Compare attribution models, distribute conversion credit across the customer journey, and identify the channels that deliver value. Make better-informed marketing investment decisions with Matomo.
Cut wasted ad spend
Avoid assigning too much credit to the closing channel with single-touch and last-interaction reporting. Use multi-touch attribution to distribute value across visits, making hidden referrals and touchpoints more visible. Identify potentially overvalued channels and spend that results in few meaningful conversions. From there, you can reduce, pause, or reassess inefficient activity and protect channels that contribute earlier in the journey. Spend less due to misleading channel credit, and spend more on channels that drive conversions and revenue with Multi Channel Conversion Attribution.
- Reallocate budget with confidence: With the same goal, conversion, or reporting period from 7 to 90 days, you can measure conversions, revenue, and percentage differences between models. See which channels retain value across several models, which only appear valuable under one model, and which introduce, assist or close conversions. Adjust investment and move budget between channels, reassessing your campaign mix and using your budget more effectively based on comparative evidence rather than a single attribution assumption.
- Prove marketing impact to leadership: Use popular export options to provide leadership with evidence including attributed conversions, attributed revenue, model comparisons, and percentage differences. For leadership presentations, finance reviews, or budget proposals, make marketing recommendations backed up by retrievable figures with clearer explanations of channel value.
- Understand assisted conversions: Discover which channels, such as organic search, social media, email, or referral websites, assist conversions throughout the customer journey. Recognise content contribution and assess non-closing channels with the relevant models.
Avoid cutting channels that contribute to conversions earlier in the customer journey. Matomo’s attribution reporting assigns value to the visits leading up to each conversion, helping you protect activity that supports downstream results. - Spot changes in channel performance: Track how conversions and revenue change over time. See which channels are gaining or losing ground. Investigate performance shifts and adjust marketing investment.
Your attribution data stays yours
Matomo won’t sell or share attribution data. With EU-based Matomo Cloud hosting and support for GDPR, CCPA, and CNIL compliance, it’s well-suited to regulated sectors like healthcare, finance, and public institutions. Configure settings to meet your legal obligations and offer robust data privacy.
100% data ownership
GDPR · CCPA · HIPAA
Self-hosted or EU cloud
Set up attribution in three steps
Connect your website or app
Connect your website or app using Matomo Tag Manager or supported CMS integrations like WordPress and begin tracking and analysing attribution data without explicit developer knowledge required.
Define the conversions that matter
Create goals for form submissions, registrations, or purchases with Multi Channel Conversion Attribution and see the conversions you want to analyse.
Compare channel contribution
Choose a goal and lookback period with Multi Channel Conversion Attribution reports, compare models, and see how each evaluates channel credit, conversions, and revenue.
Choose Matomo Cloud or On-Premise
Choose how you host Matomo. Everything is included on Cloud. On On-Premise, you add Session Recordings whenever you are ready.
Included
- Hosted for you Matomo manages infrastructure, maintenance, and security.
- EU data hostingKeep your analytics data hosted in the European Union in Frankfurt, Germany.
- Automatic updates Matomo automatically stays updated to the latest version.
- Fastest to start Quickly launch without needing your own servers.
Paid add-on
- Free to self-hostSelf-host with Matomo's open-source core platform.
- Full data controlAnalytics data is stored on servers managed by your organisation.
- Favoured by regulated industriesMeet strict governance needs across aerospace, banking, defence, healthcare and political organisations, which often are under strict governance and data-location requirements.
- The same core Matomo experience with premium extrasThe interface that all our users trust.
Explore more Matomo features
Extend your attribution analysis with complementary Matomo features that add deeper context around journeys, conversions and campaign performance.
Heatmaps
Heatmaps visualise clicks, cursor movement, and scroll reach on a page, which can be used to find ignored CTAs and improve layouts according to behavioural evidence.
A/B Testing
A/B Testing lets you compare page, content or campaign variations to measure the effects on conversions and revenue and validate improvements before wider rollouts.
Conversion Funnels
Funnels let you identify conversion-stage drop-offs. Find friction between entry and conversion to improve funnel completion rates.
Session Recordings
Session Recordings replay an individual visitor’s journey and see clicks, movement, scrolling and page changes to discover the friction behind attribution and funnel results.
What teams see with Matomo Attribution
Real wins from teams using analytics that respect privacy.
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“Matomo has helped us to understand which channels are providing the best performance so that we can continue to optimise our marketing towards those channels.”
Head of Marketing and Co-founder at Alloy
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« Now we feel we have data that we’re confident in to evaluate and update our strategy. »
Marketing Manager at Barn2 Plugins
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« Matomo has provided us with the privacy-respecting insights needed to deeply understand user behaviour across our websites. »
UX Designer, Stockholm University
Learn more
Go deeper on the topic with our guides and resources.
Google Analytics limitations: What GA4 can’t do
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How to check website traffic: A complete guide
Frequently Asked Questions
What is attribution software?
Attribution software assigns conversion or revenue credit to marketing touchpoints like initial discovery, return visits, or final interaction. From sources like search and advertising to social media and referrals, attribution software replaces guesswork and last-click-only evaluation. Marketers can better understand channel contribution and improve budget allocation.
What is the best attribution model?
There are multiple attribution models, and you need to choose which one is best in a given context. This can vary according to factors like journey length, marketing objective, or sales cycle. Customer acquisition, demand generation, or conversion closing can all be improved with the right attribution model. Matomo lets you select the goal and attribution period and compare different models.
What are some examples of attribution?
First interaction, last interaction, and linear. Use first interaction for discovery and demand generation or last interaction for short buying journeys and immediate-response campaigns. Linear equally credits all interactions, providing a whole-journey overview, and offers a flat comparison baseline.
How does Matomo attribution compare to GA4 for privacy?
Matomo offers first-party analytics, complete customer ownership of their analytics data, and no sales of customer analytics data. With GA4, Google acts as a data processor under its Analytics terms. Customers control optional data-sharing settings. Matomo Cloud is hosted on EU-based servers and Matomo On-Premise allows self-hosting.
Is Matomo attribution free?
The Matomo On-Premise core platform is free, open source, and self-hosted. Multi Channel Conversion Attribution for On-Premise is a premium marketplace plugin with an annual subscription and is not included free with the Matomo core platform.
For Matomo Cloud, there’s a 21-day free trial available.
See what your visitors really do
See which channels contribute to conversions and revenue with first-party data you control. Start your Matomo Cloud trial now or install the free open-source Matomo core platform for On-Premise deployment.