Purchase Event Attribution

Purchase Event Attribution automatically analyzes the marketing touchpoints (ad clicks) that led to a purchase and fires platform-specific events for CAPI optimization.

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How it works

When a purchase event occurs, Upstack Data looks back at the user’s click history and identifies:

1. First Paid Click (FPC): The first paid ad click in the user’s journey
2. Last Paid Click (LPC): The most recent paid ad click before purchase
3. First and Only Paid Click (FOPC): Fires when there was exactly one paid ad click

These attributed events are then forwarded to the relevant ad platforms via CAPI, allowing you to optimize campaigns based on different attribution models.

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Attributed events by platform

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Lookback window

The lookback window determines how far back Upstack Data searches for qualifying ad clicks before a purchase. You can configure this in your Pixel Settings.

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Configuring the lookback window

1. Go to Pixel Settings in your Upstack dashboard
2. Find the Purchase Event Attribution section
3. Select your preferred lookback window from the dropdown
4. Click Save Changes

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Use cases

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Optimize Google Ads for first-touch attribution

Map the fpc_google_purchase event as a conversion action in Google Ads to optimize campaigns for acquiring new customers at the top of the funnel.

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Compare attribution models

Use both fpc_* and lpc_* events to understand which campaigns are better at:

• Introducing customers to your brand (high FPC attribution)
• Closing sales (high LPC attribution)

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Single-touch campaigns

The fopc_* events help identify purchases where a single ad click drove the entire journey, useful for measuring the effectiveness of one-shot campaigns.

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