First-touch attribution

Last-click credits the closer. Motif credits the introducer, then ranks channels by the money that followed.

What gets stored

Precedence on the first event: utm_source and utm_medium, then a known ad-click id, then a normalized referrer host. Everything else is Direct / unknown. Later visits do not overwrite first touch.

AI assistants are a channel

A click whose referrer is chatgpt.com, claude.ai, perplexity.ai, gemini.google.com, or copilot.microsoft.com is first-touch ai_assistant. That is a person. GPTBot is a crawler, not a visit.