Which attribution model is best for a gym?

The one that credits a verified payment rather than a form fill. A gym’s funnel is short, mostly local, and ends in a person paying at the front desk, so a last-touch model applied to the payment answers the question that matters: which ad produced this member? Elaborate multi-touch models add precision to a number that was never checked against the till.

What is the difference between an attribution model and an attribution window?

The model decides which touch gets credit. The window decides how far back in time the model is allowed to look for touches. A last-touch model with a 30-day window credits the most recent eligible visit in the 30 days before the conversion, and ignores anything older.

Do Google and Meta use the same attribution model as Adsu?

No, and they do not use the same one as each other. Each platform credits itself using its own model and its own window, on the conversion it was told to count. Add the two reports together and you will have more members than you signed. Adsu credits one ad per member from your billing system, so the total is your total.

Glossary

What is an attribution model?

An attribution model is the rule that decides which ad, click or call gets credit when someone joins after several touches. First-touch, last-touch, linear and time-decay are the common ones, and each tells a different story about the same member.

Updated September 12, 2026

Book a demo

An attribution model for gyms

A new member rarely arrives in one step. They see an Instagram ad in March, search your gym’s name in April, click a Google ad, fill in a form, and join after a consult. Four touches, one membership. The attribution model is the rule that says which of those touches gets the credit, and therefore which campaign looks like it worked.

First-touchAll the credit goes to the first thing the person interacted with. Good for seeing what starts relationships; blind to what closes them.
Last-touchAll the credit goes to the last touch before they converted. Good for seeing what closes; it undercounts the ad that introduced you.
LinearThe credit is split evenly across every touch. Fair-sounding, but it makes every campaign look partly responsible for everything.
Time-decayTouches closer to the conversion get more of the credit. Reasonable, and impossible to check against anything real at the front desk.

For a gym the model matters less than what it is applied to. Every model above is normally applied to a form fill, because that is the last thing the ad platform can see. Applied to a verified payment instead, even the simplest model tells you something true: which ad produced a member. The attribution window sets how far back the model is allowed to look.

How Adsu uses an attribution model

Adsu uses a last-touch model applied to the payment, not to the form. Adsu credits the last eligible touch inside the 30 days before the payment. Adsu counts verified stages only: if a stage cannot be verified, it is not counted. Every report is one line per campaign per location. The member’s journey is still recorded touch by touch, so you can open any member and see every visit that came before the one that got the credit.

Adsu does not weight touches or split credit by a formula. One ad gets the member and the renewals that follow, which keeps the number defensible when you ask why a campaign was credited. Booked, showed and paid go back to Google as offline conversions and to Meta through the Conversions API.

Questions, answered.

The one that credits a verified payment rather than a form fill. A gym’s funnel is short, mostly local, and ends in a person paying at the front desk, so a last-touch model applied to the payment answers the question that matters: which ad produced this member? Elaborate multi-touch models add precision to a number that was never checked against the till.
The model decides which touch gets credit. The window decides how far back in time the model is allowed to look for touches. A last-touch model with a 30-day window credits the most recent eligible visit in the 30 days before the conversion, and ignores anything older.
No, and they do not use the same one as each other. Each platform credits itself using its own model and its own window, on the conversion it was told to count. Add the two reports together and you will have more members than you signed. Adsu credits one ad per member from your billing system, so the total is your total.

Attribution window

An attribution window is the number of days after an ad click or call during which a conversion can still be credited to that ad. Adsu uses 30 days.

Last-click attribution

Last-click attribution gives all the credit for a conversion to the last ad click or touch before it happened. What it misses, and how Adsu applies it.

Multi-touch attribution

Multi-touch attribution splits the credit for a conversion across the ads and visits that came before it. Why Adsu does not weight touches.

First-party data

First-party data is the information your business collects directly: CRM contacts, bookings, payments, website visits. Why gym ad tracking starts there.

The proof

Net members: +21
Lifetime value added: $67,000+

Bobby & Maria Gasdia, Big Day Fitness, 2 locations

Read the full story

Stop paying for leads. Start paying for members.

Early access is opening in small groups. Applying takes two minutes, and we’ll tell you straight whether your stack is ready to connect.