Marketing Data fields can be configured with different attribution models — Last Touch, First Touch, Multi-Touch, or Unique — depending on what you need to track.
Marketing Data captures information about your callers, but you may not want every field treated the same way — especially one that can collect more than one value over a visitor’s journey. For example, tracking the last landing page before a call calls for different logic than tracking the first page that brought them to your site in the first place. Invoca supports both, through different attribution models.
Last Touch (default)
Stores the most recent value captured in a customer’s session — any new value replaces the previous one. Best for data like the last page a visitor called from, or the most recently presented campaign ID.
For example, if a visitor’s first landing page visit came from a direct link (utm_medium and utm_source both capture “direct”), and they return later via a Google Ad, Invoca overwrites those values to “paid” and “google” respectively.
This default behavior can change if the “reset attribution cache” or “capture organic sources” settings are turned off in your Invoca Tag. Also, if a later page view is missing that parameter entirely (rather than sending an empty value), the previously captured value is not overwritten.
First Touch
Stores the first value captured in a session — later page views don’t update the field. The value persists until the cookie expires or the cache is otherwise reset. Best for capturing initial referring data, such as a referring URL, ad keyword, or creative asset.
Multi-Touch (Journey)
Stores every value captured (up to 35 values, 255 characters total), appended to a running comma-separated list. Empty values aren’t stored, and a repeated value in a row isn’t appended again. If more values come in than can be stored, Invoca truncates from the middle to preserve the first and last values.
For example, if a visitor navigates A → B → B → C → A, the stored attribution is A, B, C, A.
Multi-touch values persist for the life of the Invoca cookie, which depends on: your Invoca Tag’s configured Attribution Window, the visitor’s browser (some, like Safari and Firefox, clear cookies after 1–7 days by policy), whether a reset-attribution-cache rule fires, and whether the visitor manually clears their own cookies. Once the cookie expires or is cleared, attribution starts fresh on the next visit.
Unique
Reserved for Invoca system fields, like the Invoca ID and detected destination numbers — any new value creates a new phone number. We recommend keeping only the Invoca ID field set to Unique; other identifiers (like session IDs from Adobe Analytics or similar tools) are better set to Last Touch to conserve phone number usage and keep attribution more complete.
Where to go next
Last modified on September 24, 2026
