First-Party Attribution for Google Analytics | Truly Analytics

What is first-party attribution? ¶

First-party attribution records campaign information received with an incoming visit and connects it with the activity that follows in that session. Truly Analytics can send that campaign context to Google Analytics, where teams can review it alongside page views, engagement events and conversions.

How it works ¶

Campaign links commonly use UTM parameters to carry values such as campaign name, ID, source and medium. When those values arrive in a request, Truly Analytics records the values it receives and can send the campaign context into Google Analytics as a dedicated event. Teams can then compare that record with the page views and events observed in the session.

This is a record of received campaign data, not a guarantee that every visit or conversion is captured. Results depend on the incoming link, implementation and the events configured for measurement. First Party Attribution is included with the managed version of Truly Analytics.

When to use it ¶

• Compare engagement after visits from tagged campaigns, directories, newsletters or other referral links.
• Review which observed session activity followed a campaign visit, including configured key events and purchases.
• Keep a first-party record of campaign values available alongside your existing Google Analytics reporting.
• Separate directly observed campaign data from the wider question of which earlier interactions may have influenced a later conversion.

Attribution and influence answer different questions ¶

Attribution asks which campaign data arrived with a visit and what measurable activity followed. Influence asks which earlier interactions may have contributed to a later decision. The first-party record helps teams inspect observed campaign and session activity; it does not by itself prove that a campaign caused a conversion or resolve every multi-touch attribution question.

For an example of First Party Attribution used alongside other Truly Analytics features, see the directory attribution case study. Learn how Truly Analytics works with Google Analytics and how Event Hooks can route selected events into other systems.

Frequently asked questions ¶

Does First Party Attribution replace Google Analytics attribution? ¶

No. It adds a separate record of campaign information received by Truly Analytics and the session activity that follows. Google Analytics continues to provide its own campaign dimensions, channel classifications and attribution models.

Which campaign values can it record? ¶

Values present in the incoming campaign link can include campaign name, campaign ID, source and medium. The values available depend on how the link is tagged.

Does it show that a campaign caused a conversion? ¶

No. It can connect received campaign context with activity observed in a session, but that association alone does not establish causation or show every influence on a later purchase.

Is First Party Attribution available on every plan? ¶

First Party Attribution is included with the managed version of Truly Analytics. See the Truly Analytics product page for product details or contact the team to discuss implementation.