> ## Documentation Index
> Fetch the complete documentation index at: https://docs.invoca.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How Does Reset Attribution Cache Affect the Customer Journey?

> Adding a parameter to Reset Attribution Cache starts a visitor's data collection fresh whenever that parameter appears in the URL, useful for multi-visit journeys using the "Last Touch" attribution model.

Data collection starts fresh if any of the parameter names configured for Reset Attribution Cache are present in the URL query string when the Invoca Tag loads on your webpage. This can help when multiple visits lead up to a phone call, particularly if "Last" is chosen as the attribution model for a marketing campaign field.

For example, if the second page in a customer's journey contains a URL parameter listed in the UI to reset (such as `utm_source` or `utm_medium`), the entire attribution resets at that point.

**Applies to:** Invoca Tag

## Where to go next

* [Invoca Tag: Advanced Settings & Attribution Reference](/s/article/tag-advanced-settings-reference)
* [Does the Invoca Cookie's 100-Year Max Age Mean Data Is Stored That Long?](/s/article/invoca-cookie-max-age)