You can control how UTM parameters and Channel Grouping values are assigned to session and event data using the Attribution Model setting. This can be configured under:
Settings > Attribution Model

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Available Attribution Models

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Last Click (Default)

UTM parameters and channel data are assigned based on the most recent visit source - if any UTM or referrer data is present.

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Example

  • A visitor lands on your site via a newsletter link:
    utm_medium=email & utm_source=klaviyo
  • All events in this session will be attributed to Email / Klaviyo
  • If the user returns during the same session from another source, like Organic Search,
    then attribution will be updated to Organic.

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First Click

UTM parameters and channel data are assigned at the first known source and will not change within that session.

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Example

  • A visitor first arrives via:
    utm_medium=email & utm_source=klaviyo
  • Then later returns from Organic Search
  • The session and its events will remain attributed to Email / Klaviyo, as this is their first touchpoint on the site.

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Default Behaviour

By default, Nimvue uses Last Click attribution. You can switch to First Click attribution if you want to preserve the original source throughout a session - for example, for longer sales cycles or campaigns where the initial touchpoint is most important.