Attribution
Understand the path from discovery to conversion
Overview
Attribution connects the dots between how customers discover you and their actions on your site. See the complete journey from AI mention or search result to form submission or purchase.
Visitor records
Every visitor gets a detailed record containing:
| Field | Description |
|---|---|
| First seen | When the visitor first arrived |
| Last seen | Most recent activity |
| Source | Traffic source (ChatGPT, organic, etc.) |
| Intent | Classified intent level |
| Pages viewed | Number of pages visited |
| Sessions | Number of separate visits |
| Location | Country and city (from IP) |
| Device | Desktop, mobile, or tablet |
| If captured via form or identification | |
| Converted | Whether they completed a conversion goal |
| Revenue | Total revenue attributed (if connected) |
Visitor timelines
Click any visitor to see their complete timeline. The timeline shows every action in chronological order:
- Page views — Each page visited with timestamp
- Scroll depth — How far they scrolled on each page
- Clicks — Key clicks (CTAs, links, buttons)
- Form submissions — Forms filled out with field values
- Custom events — Any events you track
- Sessions — Session boundaries for returning visitors
Session definition
Conversion tracking
Loamly automatically tracks form submissions as conversions. When a visitor submits a form, you see:
- Form name or identifier
- Field values (excluding sensitive fields)
- Timestamp
- Page URL
Automatic form detection
Loamly detects and tracks standard HTML forms automatically. This includes:
- Contact forms
- Newsletter signups
- Demo request forms
- Checkout forms
Email capture
When a form contains an email field, Loamly captures the email and associates it with the visitor record. This enables:
- Revenue attribution (matching with Stripe payments)
- Cross-device tracking (same email on different devices)
- CRM integration (syncing identified visitors)
Revenue attribution
Connect revenue to traffic sources to see which channels drive actual business value:
Stripe integration
The easiest way to track revenue. Connect Stripe and Loamly automatically:
- Matches payments to visitors via email
- Attributes revenue to original traffic source
- Tracks subscription revenue and renewals
- Handles refunds and cancellations
Manual revenue tracking
For other payment processors or offline sales, use the manual revenue tracking API.
Revenue visibility
Attribution models
Loamly uses first-touch attribution by default:
- The first traffic source gets credit for the conversion
- This is most useful for understanding discovery channels
- A visitor who first came from ChatGPT and later returned directly still attributes to ChatGPT
Attribution window
The default attribution window is 30 days. A conversion that happens within 30 days of the first visit is attributed to the original source.
| Scenario | Attribution |
|---|---|
| Day 1: ChatGPT → Day 5: Direct → Day 7: Converts | ChatGPT |
| Day 1: Google → Day 45: Direct → Converts | Direct (outside 30-day window) |
| Day 1: Perplexity → Day 3: Perplexity → Converts | Perplexity |