> For the complete documentation index, see [llms.txt](https://docs.roivenue.com/roivenue-resources/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts.md).
# Core Concepts
The key ideas behind the numbers in Roivenue: attribution models, touchpoints, Direct and Organic traffic, campaign pairing, UTM parameters and attribution windows.
Core Concepts explain the ideas that show up everywhere in Roivenue. These pages do not describe a specific screen. They explain why the numbers look the way they do.
Read them when you are new to marketing attribution, or when a number in Roivenue does not match what you expected.
Use Core Concepts when you want to:
* understand how Roivenue assigns credit for conversions and revenue
* compare Last Touch with AI Data-Driven Attribution
* find out why a campaign shows as (undefined)
* decide how to handle Direct and Organic traffic
* set up UTM parameters and attribution windows correctly
***
### Pages in this section
| Page | What it explains |
| ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------- |
| [AI Data Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/ai-data-driven-attribution) | What attribution is, how heuristic and data-driven models differ, and how the Roivenue AI Data-Driven model works. |
| [Last Touch vs. AI Data-Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/last-touch-vs.-ai-data-driven-attribution) | Why the same channel shows different revenue in each model, how to read both models together, and why AI Data-Driven numbers can change after the fact. |
| [Click-based vs. Impression-based Touchpoints](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/click-based-vs.-impression-based-touchpoints) | The difference between a click and an impression as a touchpoint, and how pixel-tracked and synthetic impressions cover walled garden platforms. |
| [Direct & Organic Traffic](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/direct-and-organic-traffic) | What counts as Direct or Organic, why Direct looks inflated under Last Touch, how Direct can be redistributed, and whether to keep or exclude it. |
| [Campaign (auto) Dimension](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/campaign-auto-dimension) | How Roivenue pairs web data with platform data by campaign name, and what to do when a campaign does not pair. |
| [Attribution Window](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/attribution-window) | What an attribution window is, why it is set for each platform, and why it should be consistent across platforms. |
| [UTM Parameters](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/utm-parameters) | What UTM parameters are, how to use them, and good practices for consistent campaign tagging. |
{% hint style="info" %}
**Tip:** New to attribution? Read [AI Data Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/ai-data-driven-attribution) first, then [Last Touch vs. AI Data-Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/last-touch-vs.-ai-data-driven-attribution).
{% endhint %}
***
### Where else to look
* To learn how a specific page of the app works, go to [Roivenue App](https://docs.roivenue.com/roivenue-resources/roivenue-training/roivenue-app).
* For step-by-step analyses, go to [Playbook](https://docs.roivenue.com/roivenue-resources/roivenue-training/playbook).
* For short definitions of metrics and terms, go to the [Glossary](https://docs.roivenue.com/roivenue-resources/marketing-and-financial-glossary).
***
#### FAQ
1. Why does a channel show different revenue in Last Touch and AI Data-Driven Attribution?
Last Touch gives all credit to the last touchpoint before the conversion. AI Data-Driven Attribution spreads credit across the whole customer journey. See [Last Touch vs. AI Data-Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/last-touch-vs.-ai-data-driven-attribution).
2. Why does a campaign show as (undefined)?
Roivenue could not pair the campaign in your web data with the campaign in the advertising platform. This usually happens when the names do not match. See [Campaign (auto) Dimension](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/campaign-auto-dimension) and [UTM Parameters](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/utm-parameters).
3. Why is Direct traffic so high?
Direct collects visits without an identifiable source, and it looks larger under Last Touch. See [Direct & Organic Traffic](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/direct-and-organic-traffic).
4. How can Roivenue credit platforms where users do not click, such as Meta?
Roivenue counts impressions as touchpoints too, including synthetic impressions for walled garden platforms. See [Click-based vs. Impression-based Touchpoints](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/click-based-vs.-impression-based-touchpoints).
5. Which platform conversions does Roivenue receive?
It depends on the attribution window set for each platform connector. The window limits how long after an ad interaction the platform can credit a conversion. See [Attribution Window](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/attribution-window).
6. Why did AI Data-Driven numbers for a past period change?
The AI Data-Driven model is retrained regularly, so numbers for past periods can shift slightly. See [Last Touch vs. AI Data-Driven Attribution](https://docs.roivenue.com/roivenue-resources/roivenue-training/core-concepts/last-touch-vs.-ai-data-driven-attribution).