Attribution

See exactly why every sale was credited where it was

Click Why? on a sale to see the rules in force and every visit by that customer, each labelled with what the attribution model did with it.

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Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Attribution you can't explain is attribution nobody trusts. When a sale lands on a campaign you didn't expect, you need to see the journey and the rules that produced the result, not a number with no workings.

Why? sits on every sale on the Sales page and on every purchase in a person's journey. It shows the model picked at the top of the page, the lookback window, whether organic touches are ignored and your disregarded sources, then lists every visit by that customer with a label: credited (with its share), counted but given no credit, organic ignored, disregarded, outside the window, or after the sale. When nothing was credited it tells you why: no customer linked, no tracked visits, or every visit outside the window or disregarded.

The problem

What it costs to go without "why?" attribution explainer

Black-box attribution invites arguments. When a sale is credited to an ad nobody expected, the whole report gets questioned, and teams fall back to the platform numbers they were trying to escape.

When every credit decision can be explained, visit by visit, the conversation moves from "is this right?" to "what do we do about it?".

Trust your attribution because you can see why

Create your account, install one snippet and see it on your own leads and sales.

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Create your account

What you get with "Why?" attribution explainer

Every visit, labelled

Credited, counted with no credit, organic ignored, disregarded, outside window or after the sale.

The rules in force

Model, lookback window, ignore organic and disregarded sources shown above the list.

Any model

Switch the model at the top of the page and the explanation follows.

Unattributed, explained

No customer linked, no visits, or everything outside the window: you see which.

Via the API too

GET /orders/:orderId/explain returns the same reasoning as JSON.

See "why?" attribution explainer working on your own data.

Start using "Why?" attribution explainer

How it works

1
Open Sales
Or a person's journey.
2
Click Why?
On the sale you want to understand.
3
Read the labels
See which visit got the credit and why the others didn't.
4
Adjust the rules
Change the window, organic rule or disregarded sources if the result is wrong for your business.

Start using "Why?" attribution explainer

Use cases

"Why?" attribution explainer in practice

Answer "why this ad?"

Open any sale and see every visit, labelled with what the model did with it.

Tune your settings

See which visits fell outside the window or were disregarded, and adjust your rules.

Win stakeholder trust

Show clients or managers exactly how credit was assigned.

Start using "Why?" attribution explainer

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Disregarded sources

Some touches shouldn't get credit, like an order-confirmation email or a payment page that shows up as a referrer. List them under Settings → Attribution and they're removed from every journey before credit is assigned.

Matched against channel, source, platform or source tag, ignoring case
If nothing else is left, the conversion is unattributed
Credit is rebuilt in the background when you change the rules

Settings that shape every model

The lookback window (default 90 days), the scientific window (default 30 days), ignore organic when a paid click exists, and the default model (last non-direct) all apply to every conversion.

Ready to put "why?" attribution explainer to work?

Trust your attribution because you can see why. Create your account and start tracking today.

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Start using "Why?" attribution explainer

Why BrainyMetrics

Marketing without guesswork

What changes when every lead, call and sale is tied back to the ad that started it.

Without BrainyMetrics

With BrainyMetrics

Meta, Google and TikTok each claim the same sale, so platform totals add up to more than your bank account.

Each sale is counted once, from your own checkout data, and reconciled against what each platform claims.

Analytics gives the last click all the credit, so the ads that start journeys look like they lose money.

Seven attribution models are computed for every conversion, so you can compare first click, last click and everything between.

Phone calls and booked calls are a black box. You know they happened, not which ad caused them.

Calls and bookings are matched to the visitor's session and the ad behind it, then tracked through qualified and closed.

Ad blockers, Safari and cross-domain checkouts quietly break your data.

A first-party tracking subdomain, server-set cookies and cross-domain linking keep journeys intact.

Spend lives in one tab, revenue in another, and ROAS is a spreadsheet you rebuild every Monday.

Spend syncs hourly and sits next to attributed revenue, so ROAS, CPA and profit are on every row, down to the ad.

Ad algorithms optimise on the few conversions their pixel happens to see.

Real purchases and leads are sent back to the ad platforms' conversion APIs, deduplicated against the pixel.

Stop guessing which marketing pays.

Start using "Why?" attribution explainer

Getting started

Live on your site in four steps

No migration project and no agency retainer. Here is the whole path from sign-up to your first attributed sale.

1
Create your account
Sign up, name your workspace and pick the plan that fits. Your tracking snippet is waiting under Settings → Install.
2
Install tracko.js
Paste one snippet into your site's head, or add it with Google Tag Manager, WordPress or your funnel builder's tracking code box.
3
Connect revenue and ads
Connect Stripe, Shopify, your funnel builder or calendar, then Meta, Google or TikTok for hourly spend. Most connections take a click.
4
Watch the first sale land
The setup checklist ticks itself off as data arrives. Your next lead or sale shows up with its full journey and the ad that earned it.

Create your account

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

One account

Everything else that comes with it

Tracking, attribution, calls, spend and revenue analytics share one data model, so each feature makes the others more accurate.

Multi-touch attribution

Seven models side by side, down to the ad.

First-party tracking

Your own subdomain and server-set cookies.

Call tracking

Dynamic numbers matched to the click behind each call.

ROAS and profit

Hourly spend sync joined with real revenue.

Conversion APIs

Feed real sales back to nine ad platforms.

Customer journeys

Every visit, ad, order and call per person.

LTV and cohorts

Lifetime value by the channel that acquired them.

Funnels

Drop-offs and cost per step, by ad.

Create your account and start tracking today.

Create your account

Frequently asked questions

Common questions about "Why?" attribution explainer, setup and pricing.

The fastest answer is your own data

Create an account, install the snippet and see how BrainyMetrics handles your real traffic.

Get started

Where do I find Why?

On every sale on the Sales page, and on each purchase in a person's journey timeline.

Does it work for every model?

Yes. It explains the credit under whichever model is selected at the top of the page.

Can I get this from the API?

Yes. GET /api/workspaces/:ws/orders/:orderId/explain?model= returns the rules and labelled visits.

How long does setup take?

The basics take minutes: paste the snippet, connect your checkout or funnel builder, and connect your ad accounts. The setup checklist in your dashboard ticks each step off as data arrives, so you always know what's left.

Do I need a developer?

Usually not. The snippet can go in through Google Tag Manager, WordPress or your funnel builder's tracking code settings, and most revenue sources connect with a click or a webhook URL you paste. The developer guide covers the JavaScript and server API if you do have a developer.

Does the price go up as I grow?

No. Plans are a flat monthly or yearly price. We never bill a percentage of revenue or ad spend, and you can switch, pause or cancel from the Billing page without a call.

Does tracking stop if I hit a plan limit?

No. Plans limit dashboard modules and things like integrations or workspaces; tracko.js, webhooks and syncs keep collecting data, so nothing is lost if you upgrade later.

Is it privacy friendly?

Yes. BrainyMetrics supports consent modes, works with your consent banner, respects Global Privacy Control and handles sensitive form fields strictly. Data is first-party: it belongs to your workspace, not an ad network.