Website visits and touches
Website visits and touches
A small script on your website tells Mocca about visits that arrive from a campaign. Each such visit is stored as an Attribution Touch. When Mocca later learns who the visitor is, it links their touches to their Contact and fills the Contact’s first touch and last touch.
What a touch holds
Open the list at /app/attribution-touch.
| Field | Meaning |
|---|---|
| Visitor ID | An anonymous id the website stores in the visitor’s browser |
| Occurred At | When Mocca received the visit (Mocca’s clock, not the browser’s) |
| Landing URL, Referrer | The page the visitor landed on and the page they came from, cleaned (see below) |
| Utm Source / Medium / Campaign / Term / Content | The campaign tags from the link the visitor clicked, for example newsletter / email / spring-sale |
| gclid, fbclid, ttclid, msclkid | Click ids that Google, Meta, TikTok and Microsoft add to ad links |
| Consent Analytics, Consent Marketing, GPC | The visitor’s cookie choices, and whether their browser sent Global Privacy Control |
| Contact | The person, once Mocca knows who it is |
| Booking Ref | A booking or order id passed by the website after a purchase |
Consent decides what is stored
Mocca follows the visitor’s cookie choice on your website:
| Visitor’s choice | What Mocca stores |
|---|---|
| Declined analytics cookies | Nothing at all |
| Accepted analytics, declined marketing (or the browser sends GPC) | The visit time and the landing page and referrer without campaign tags or click ids |
| Accepted analytics and marketing | Everything above, including campaign tags and click ids |
Personal data such as an ?email= in a link is never stored: Mocca rebuilds every address keeping only the page and, with marketing consent, the five UTM tags.
How a touch reaches a Contact
When the visitor buys or books, the website passes the booking id along with the visit, or the visitor’s email in hashed form. Mocca then links the visitor’s touches to the right Contact.
Every night Mocca refreshes the Contact’s First Touch (the earliest linked touch) and Last Touch (the most recent) fields: source, medium, campaign and time. When two Contacts are merged, the earliest first touch and the latest last touch are kept.
What you can answer
- Which campaign first brought this person to us? The First Touch fields on the Contact.
- What brought them back before they bought? The Last Touch fields, or the full list of their touches (filter Attribution Touch by Contact).
- How many buyers did a campaign bring? In the Contact list (
/app/contact), filter First Touch Campaign or Last Touch Campaign by the campaign name, then compare with their orders. For charts, see Reports. - Which campaigns bring visitors, buyer or not? Group Attribution Touch by Utm Campaign in the report view.
Setting the script up on the website is a one-off task for your web developer and administrator.