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What attribution model does Sealmetrics use?

Updated over a week ago

Sealmetrics works exclusively with a Last Click attribution model.

This decision is not just technical—it’s legal. According to privacy regulations (such as the ePrivacy Directive and GDPR), any attribution model that involves analyzing user journeys, multiple interactions, or combining sessions over time requires explicit user consent.

Here’s why:

  • Models like Linear, Time Decay, or Position-Based depend on tracking a user’s behavior across multiple sessions or channels.

  • Doing so typically involves storing user identifiers (like cookies, fingerprints, or localStorage IDs), which fall under personal data.

  • Under European law, collecting and processing this type of data without consent is not allowed—even for analytics purposes.

Sealmetrics is committed to cookieless, consentless, privacy-compliant analytics. That means:

  • No tracking across sessions

  • No personal identifiers

  • No need for cookie banners

As a result, we can only attribute conversions to the last known source (UTM, referrer, or direct), within the same session. This is a trade-off for compliance, but one we believe is worth it to ensure data is reliable, legal, and actionable.

If your business needs advanced attribution models, you’ll need to collect user consent—and Sealmetrics is not designed for that. Instead, we focus on giving marketers the maximum possible insight without compromising legality.

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