> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/understanding-your-data/understanding-attribution.md).

# Understanding Attribution

See which campaigns, sources, and landing pages bring in revenue, and what you earn back for every dollar of ad spend.

Attribution means giving credit for a sale to the campaign or source that brought the buyer. Humblytics matches payments from your revenue provider (such as Stripe) to the visit that led to them, then adds ad spend from Meta Ads and Google Ads.

Go to **Observe → Attribution**.

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## Before you start

| Connect                               | What it unlocks                           | Where                                                                |
| ------------------------------------- | ----------------------------------------- | -------------------------------------------------------------------- |
| **Stripe, Foxy, or another provider** | Revenue, trials, and matched transactions | [Revenue tracking](/how-to-track-purchase-events.md)                 |
| **Meta Ads and Google Ads**           | Ad spend, impressions, clicks, and ROAS   | **Connect → Connectors**, or the **Connections** button on this page |
| **UTM tags on your ad links**         | Matching ad clicks to visits              | [UTM links](/campaign-tracking-with-utm-links.md)                    |

## Summary metrics

| Metric                            | What it means                                                                         |
| --------------------------------- | ------------------------------------------------------------------------------------- |
| **Ad Spend**                      | What you spent on connected ad accounts.                                              |
| **Revenue**                       | Sales from your connected revenue provider.                                           |
| **ROAS**                          | Return on ad spend: revenue ÷ ad spend. A ROAS of 3 means $3 back for every $1 spent. |
| **CPA**                           | Cost per acquisition: ad spend ÷ conversions.                                         |
| **Attributed**                    | The share of revenue Humblytics could match to a visit.                               |
| **Unique Visitors**               | Different people in the selected dates.                                               |
| **Clicks, CTR, CPC, Impressions** | Ad metrics from your ad platforms. CPC is cost per click.                             |

The **Performance Trend** chart plots visitors, revenue, and ad spend over time. Click **Hide Values** to blur dollar amounts before you share your screen.

## Free Trial Attribution

If you offer free trials through Stripe, this section credits each trial to the campaign behind the visit that started it. Break trials down by **Campaign**, **Source**, **Landing Page**, **Country**, or **Device** to see **Total Trials**, **Trial Value**, and **Avg / Trial**.

## Sources, Landing Pages, and Campaigns

* **Sources:** revenue by referrer and UTM source.
* **Landing Pages:** revenue by the page where the buyer's visit started.
* **Campaigns:** each ad campaign with spend, impressions, clicks and CTR, visitors, revenue, trials, cost per trial, average days to convert, and ROAS.

## Fix gaps in your tracking

Two sections flag data that can't be matched yet:

* **Missing Session Tracking:** ad spend with no matching visits. The ad's link is usually missing UTM tags, or it points to a page without the tracking script.
* **Visitors Without Ad Data:** visits with UTM tags from an ad account you haven't connected. Connect the account to see spend and ROAS.

**Recent Attributed Transactions** lists your latest matched payments, so you can spot-check that attribution works.

## Use it in your own tools

The same campaign data is available through the [Ads Attribution API](/ads-attribution-api.md), for dashboards, scripts, and AI agents.