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      Mission Control: 4-Point Linear Attribution Model Explained

      This doc is for anyone using Mission Control who wants to understand what the 4-Point Linear Attribution is, how it differs from Full Funnel Attribution, and how you can adjust FunnelVision settings to better align with the Mission Control grid.

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      Introduction to 4-Point Linear Attribution

      By default, the Mission Control Report uses a 4-Point Linear Attribution Model. This attribution model divides credit for each sale across up to four key clicks in the customer journey:

      1. First Click

      2. First Optin

      3. Re-Optin

      4. Last Click

      Each 4 key touch-points gets an equal share of the sale’s revenue. If any or all of those touch-points have attribution, they receive fractionalized credit in the 4-Point Linear Attribution Model.

      How to Match FunnelVision Data to the Mission Control Grid

      By default, FunnelVision uses Full Funnel Attribution. To align FunnelVision with Mission Control’s 4-Point Linear Attribution, adjust your FunnelVision settings to match:

      Wicked Reports 2025-07-10 at 9.02.03 AM

      1. Open your FunnelVision report.

      2. Open your Attribution Settings.

      3. Set your Attribution Model to First Click, First Optin, Re-Optin, and Last Click.

      4. Set Revenue Breakdown to Linear.

      5. Set View-Through Confidence to 0%.

      6. Make sure Meta Purchases are ignored.

      The Mission Control Reports Attribution Settings can’t be changed, so that's why we adjust FunnelVision to align instead.

      What’s the Difference Between 4-Point Linear Attribution and Full Funnel Linear Attribution?

      The key difference is clicks in the valley.

      • 4-Point Linear Attribution only credits First Click, First Optin, Re-Optin, and Last Click.

      • Full Funnel Linear Attribution includes clicks in the valley. That means any click that happens between the First Click and Last Click also gets partial credit of the sale.

      Example:

      spray-and-pray

      • First Click: Google

      • First Optin: FB Ad 1

      • Click in the Valley: FB Ad 2

      • Click in the Valley: AC Ad 1

      • Click in the Valley: AC Ad 2

      • Re-Optin: FB Ad 3

      • Last Click: AC Ad 3

      With 4-Point Linear Attribution, only First Click, First Optin, Re-Optin, and Last Click will get credit for the sale. The “valley” clicks (FB Ad 2, AC Ad 1, AC Ad 2) are ignored for revenue credit. However, with Full Funnel Linear Attribution, every click gets fractional credit, including all three clicks in the valley. 

      FAQ

      1. Why doesn’t “Other” in Mission Control match FunnelVision?
        FunnelVision is a newer report that does not include unattributed or pre-Wicked conversions in the channel breakdown. Those metrics are instead included in the summary metrics or overall channel view. However, in Mission Control, these numbers are included in the "other" channel. 
      2. Why is my Facebook Revenue different in Mission Control compared to FunnelVision?
        If you’ve already adjusted your FunnelVision settings as described above, double-check that FB View-Through Confidence and Meta Sales are turned off. Mission Control does not include these by default, so leaving them on in FunnelVision is the most common reason for Facebook revenue numbers not matching.