How Topple Attribution Works
How Topple’s click-based attribution methodology connects a conversion to your ad: 30-, 60-, and 90-day attribution windows, the One vs. Multiple Count setting, and how attributed revenue drives your ROAS.
Last updated September 22, 2026
Attribution Starts With a Click
Topple's attribution methodology is built around a measurable connection between engagement with a Topple ad and a conversion that follows it. That connection starts with a click: a user engages with your ad, clicks it, and later completes a conversion you're tracking. Topple looks for that click-to-conversion connection before attributing a conversion to your campaign — it's the most prominent concept in how Topple measures performance.
Why Topple Doesn't Claim Credit From an Impression Alone
An impression tells you that your ad was served to someone. It does not tell you that they noticed it, engaged with it, or took any action because of it. Topple's attribution is built around measurable click-to-conversion connections — Topple doesn't claim a conversion simply because an ad impression occurred. If Topple can't establish a qualifying click-to-conversion connection, it doesn't assume credit for that conversion.
Click-Based vs. View-Through Attribution
It helps to understand the two general approaches to attribution used across digital advertising.
This isn't a judgment on other advertising platforms or their methodologies — it's simply how Topple's own attribution is built: around a measurable click, not an impression alone.
- 1CLICK-BASED ATTRIBUTION: Ad → Click → Conversion. The user takes an explicit action — clicking your ad — before completing a conversion. This is the connection Topple's attribution methodology is built around.
- 2VIEW-THROUGH ATTRIBUTION: Ad Impression → No Click Required → Later Conversion. The user is served an impression but doesn't have to click it; if they convert later, some platforms still credit the ad. View-through attribution can be a useful signal elsewhere in advertising, but Topple does not treat an impression alone as sufficient evidence to claim a conversion.
Choose Your Attribution Window
The attribution window is the period after a qualifying click during which an eligible conversion can still be attributed to your campaign. Topple offers three attribution window options: 30 days, 60 days, and 90 days. A conversion that happens within your selected window after the click counts toward your campaign; a conversion that happens after the window has closed does not. There's no single default that fits every advertiser — a shorter window fits a fast purchase decision, and a longer window fits a longer consideration cycle.
A qualifying conversion within the window is attributed to your campaign. After the window closes, it is not.
One vs. Multiple
Count is a separate setting from the attribution window, and it's easy to confuse the two. The attribution window answers how long Topple looks for an eligible conversion after the click. Count answers how many qualifying purchases Topple includes once it's looking.
- 1ONE: Measurement focuses on the customer's original qualifying purchase — the one connected to the click that brought them in — not on purchases they make afterward.
- 2MULTIPLE: Measurement includes qualifying purchases the customer makes during the attribution window, not just the first one.
Why Multiple Can Matter
Topple aims to help advertisers acquire customers who come back and purchase again, and a campaign can create value well beyond its first transaction. When Count is set to Multiple, qualifying purchases a customer makes during the attribution window are reflected in your campaign's attributed revenue — not just their first purchase.
Illustrative example — not real customer data. Assume all three purchases qualify under the selected attribution window.
From Attribution to ROAS
Attributed revenue is what lets you calculate ROAS (return on ad spend) against your Topple spend. Because ROAS is calculated from attributed revenue, your attribution window and Count setting directly affect the ROAS figure you see — changing a setting changes which qualifying revenue is included in the measurement, not how much revenue your campaign actually generated.
Changing your attribution window or Count setting changes which qualifying revenue is included — not how much revenue your campaign actually generated.
How This Relates to Your Pixel
Pixel testing, attribution, and reporting are three distinct questions, and it helps to keep them separate.
A pixel firing correctly does not by itself guarantee a conversion will be attributed. Pixel testing confirms tracking works; attribution still depends on a qualifying click-to-conversion connection.
Which Settings Should I Use?
There's no universally correct configuration — the right attribution window and Count setting depend on your business. This isn't financial advice; it's meant to help you understand the tradeoff.
Topple generally favors Multiple for advertisers who want to understand the broader revenue and ROAS connected to the customers a campaign acquires — but the right choice depends on what you're trying to measure.
- 1ONE is useful when you specifically want to isolate the original purchase and customer-acquisition event, separate from anything that customer does afterward.
- 2MULTIPLE is useful when you want to understand the qualifying repeat revenue that customers acquired through Topple generate during the attribution window.
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