Visitor attribution: which channel produced the visit, and what happened next

Capture happens once, at the door

The first time a visitor arrives, the campaign parameters and any platform click identifier on the URL are captured and stored against that visitor. If they come back a week later by typing your domain, the original source is still known, which is exactly the case that direct-traffic-heavy reports get wrong.

• UTM parameters and ad click IDs are both captured
• First touch shows what created demand; last touch shows what closed it
• Later direct visits do not erase the original source

From visit to behaviour

Because attribution lives with the visitor record, it can be joined to what the visitor did, pages, sessions, and where a recorded session replay exists, the replay itself. That turns "this campaign had a poor conversion rate" into "watch three of those sessions and see where they stalled".

Privacy posture

Replay recording masks inputs by default, and funnel counts in reporting come from SQL over your own data rather than from a model's interpretation. Nothing here depends on shipping visitor data to a third-party analytics vendor.