# Attribution models > The models of the store pages: who gets the credit for an order, what counts as a click, why the view models are estimates, and the check that credit adds up. An attribution model decides which visit, and so which channel, campaign or ad, gets the credit for an order. The store pages offer Last click, Last click plus views (estimated), Clicks plus views (estimated), Last touch, First touch and Linear. This page explains each of them, so you can pick the one that fits the question you are asking and read the numbers it gives. ## Where the model is chosen Every page of the Store group has a model menu at the right of the top bar. The Profit report has none, because nothing on it depends on the model. The pages start on Last click. The model you pick is kept in the address of the page, not saved as a setting. Two people can open two links and compare Last click with First touch side by side, and nobody's choice changes what the other sees. The Revenue page keeps its own model in the attribution menu of its top bar: see [Revenue](/docs/revenue#attribution-settings). Nothing is decided when an order is stored. Every report is worked out again from the visits and orders when you open it, so switching the model changes the credit of every past order at once. ## The models - **Last click.** The last tagged link or ad click before the order gets all of it. A journey without a click is credited like Last touch, and an order without a journey is Not attributed. This is the starting choice. - **Last click plus views (estimated).** Last click first. Then an order credited to Organic search, Organic social, Referral, AI, Direct and Not attributed may move to an ad platform that reported purchases after a view on the day of the order or the day before. An estimate from daily totals. - **Clicks plus views (estimated).** The same, and an order credited to Email, Organic search, Organic social, Referral, AI, Direct, Other campaigns and Not attributed may move too. An estimate from daily totals. - **Last touch.** The last page view before the order gets all of it, whatever brought the visit. - **First touch.** The first page view of the journey gets all of it. - **Linear.** Every page view of the journey gets an equal part. The cents left over go to the earliest page views. Under every model, the whole amount of an order is credited, before refunds, and each order is credited once. Under Linear the cents of an order are shared out so the parts add up to the order exactly. ## What counts as a click Last click looks for the last click before the order. A click is a visit that arrived through a tagged link or an ad: - a link with UTM tags, such as an email, a newsletter or an ad, or - an ad click id, which the script reads when [Match sales to ads](/docs/ad-attribution) is on. A visit from a search engine, from another site without tags, or typed in by hand is not a click. When a journey holds no click at all, Last click credits its last page view, exactly as Last touch would. ## The journey and the lookback The journey of an order is the shopper's page views before the payment, tied to the order as [Revenue](/docs/revenue#how-an-order-is-tied-to-a-visit) explains. Page views count when they lie inside the lookback window, the same window the Revenue page uses. A new site starts at 30 days. An order that could not be tied to any visit is credited to Not attributed. ## The view models are estimates Some people buy after only seeing an ad, without clicking it. The ad platforms count those purchases, but only as a total per day. They never say which order was one, so no tool can tie a view to an order for certain. The two view models use those daily totals. They start from Last click. Then, for each platform and day, they take as many orders as the platform reported purchases after a view, counting the day of the order and 1 day before it, and move the credit of those orders to the platform. Only orders that Last click gave to one of the channels each model names in the list above can move, never an order an ad platform already holds, oldest first, and each reported purchase moves at most one order. Credit moved this way is marked as an estimate everywhere: the tiles carry the "estimate" tag, the Live orders list marks the order, and the model menu says "estimated". Use the view models to see how much credit the view purchases could account for, not as a count of real orders. ## Credited equals store revenue Whatever the model, every order is credited once, and the credit of a day adds up to what the store took that day. The Store summary checks this for every day of the period and shows the result in its card **Credited equals store revenue**. Credit is shared out in whole cents, and any cents left over by a split go to the earliest page view, so the sum is exact and the card reads "Checked". The check is there so that a mistake in a model can never go unnoticed: if a day's credit ever stopped adding up, the card would name the drift and the days, and the reports of that period should not be trusted until it is fixed. The check is also an operation, `store.reconciliation`, which a script or an agent can run for any period: see the [store reference](/docs/api/store). **Next:** [Which ads earned sales](/docs/which-ads-earned-sales), [Store summary](/docs/store-summary), [New customers](/docs/new-customers)