# Attribution guides

> Attribution models, windows, server-side tracking, the Meta Conversions API and ROAS, explained with worked examples and sources.

Source: https://datacenter.so/guides/attribution

Attribution is the set of rules that decides which touch gets credit for a sale. These guides explain the models, the windows and the plumbing that sends sales back to ad platforms.

- [Attribution models explained, with one buyer's path worked through](https://datacenter.so/guides/attribution-models-explained.md): First touch, last click, linear, position-based and data-driven attribution, worked through on one buyer path. What each model is good for, and its limits.
- [Server-side vs client-side tracking: what each one sees](https://datacenter.so/guides/server-side-vs-client-side-tracking.md): Client-side tags run in the browser and miss what they cannot load. Server events come from your server. What each sees, costs, and when to use both.
- [Meta Conversions API explained: setup, matching and deduplication](https://datacenter.so/guides/meta-conversions-api-explained.md): What the Meta Conversions API sends, which fields Meta needs, how deduplication with the pixel works, and the mistakes that double count or lose purchases.
- [ROAS, blended ROAS and MER: which one to run the business on](https://datacenter.so/guides/roas-mer-blended-roas.md): Formulas for ROAS, blended ROAS, MER and break-even ROAS, a worked example, and why adding up each platform's ROAS overstates what your ads earn.
- [Google Ads conversion tracking for lead generation sites](https://datacenter.so/guides/google-ads-conversion-tracking-lead-gen.md): Track forms, calls and the leads that become customers in Google Ads, with the right counting, values and windows so bidding learns from real sales.
- [Offline conversions and enhanced conversions explained](https://datacenter.so/guides/offline-conversions-explained.md): How Google Ads and Meta accept sales and leads that happen off your website, how hashed email matching works, and the rules that make uploads fail.
- [TikTok ads attribution: pixel, Events API and why numbers differ](https://datacenter.so/guides/tiktok-ads-attribution.md): How TikTok credits conversions, why TikTok Ads Manager reports more sales than GA4 or your store, and how the pixel and Events API work together.
- [Lead-to-sale reporting: connect marketing sources to CRM revenue](https://datacenter.so/guides/crm-lead-to-sale-reporting.md): How to carry each lead's source into HubSpot or GoHighLevel, report won revenue by campaign, and avoid the mistakes that leave deals with no source.
- [MRR and SaaS attribution: which channels bring revenue that stays](https://datacenter.so/guides/saas-mrr-attribution.md): How MRR is calculated, what moves it, how churn is measured, and how to tie subscription revenue to the campaigns that brought each customer.
- [Klaviyo attribution windows vs your analytics](https://datacenter.so/guides/klaviyo-attribution.md): Klaviyo credits a sale to an email opened or clicked in the last 5 days. Why it runs above GA4 and Shopify, what to change, and which number to report.
- [Break-even ROAS and target MER: the formulas, with a margin table](https://datacenter.so/guides/break-even-roas-and-target-mer.md): Break-even ROAS is 1 ÷ margin; target MER adds fixed costs and profit. Formulas, a lookup table by margin and worked examples you can copy.
- [Meta Ads cost per lead and signups: what Meta counts, and what to pay](https://datacenter.so/guides/meta-ads-cost-per-lead.md): How Meta counts leads and signups, why Ads Manager's cost per lead differs from your CRM, and how to work out the most a lead is worth to you.