django-attribution

Track UTM parameters and marketing campaigns to identify which sources drive conversions and revenue

Core Concepts

Identity

An identity represents a visitor who came to your site from a trackable marketing source.

An identity can be:

• Browsing without logging in (tracked by cookie)
• Linked to a logged-in user account
• Merged when an anonymous visitor logs in (their history gets consolidated with their user account)

Touchpoint

A touchpoint captures where someone came from when they visit your site with tracking data.

Includes:

• UTM parameters (utm_source=google, utm_campaign=summer_sale)
• Click IDs (gclid, fbclid, etc.)
• URL they landed on and referrer

Conversion

A conversion is when someone does something valuable - signs up, makes a purchase, starts a trial.

• Links to the identity who converted
• Can have a monetary value and currency
• Can be marked as confirmed/unconfirmed (useful for pending payments)
• Gets attributed back to touchpoints to see which campaigns drove results

Installation

pip install django-attribution

Django Configuration

INSTALLED_APPS = [
    # ... other apps ...
    "django_attribution",
    # ... other apps ...
]

python manage.py migrate

MIDDLEWARE = [
    # ... other middlewares ...
    "django_attribution.middlewares.TrackingParameterMiddleware",
    "django_attribution.middlewares.AttributionMiddleware",
    # ... other middlewares ...
]

Usage

Recording Conversions

from django_attribution.shortcuts import record_conversion

# Simple conversion
def signup_view(request):
    # ... signup logic ...
    record_conversion(request, 'signup')

# Two-step flow with confirmation
def order_view(request):
    # ... order processing ...
    order = Order.objects.create(total=99.99)

    record_conversion(
        request,
        'order_placed',
        value=order.total,
        source_object=order,  # Link to order for later reference
        is_confirmed=False
    )

# Later, in payment confirmation view:
def payment_webhook(request):
    # ... payment processing ...
    order = Order.objects.get(id=order_id)

    # Find and confirm the conversion
    conversion = Conversion.objects.get(
        source_content_type=ContentType.objects.get_for_model(Order),
        source_object_id=order.id,
        event='order_placed'
    )
    conversion.is_confirmed = True
    conversion.save()

Event Restrictions

Use decorators or mixins to enforce allowed events. This prevents typos and ensures consistency:

from django_attribution.decorators import conversion_events
from django_attribution.mixins import ConversionEventsMixin

# Function-based view
@conversion_events('signup', 'purchase')
def my_view(request):
    record_conversion(request, 'signup')  # Allowed
    record_conversion(request, 'purchase')  # Allowed
    record_conversion(request, 'newsletter')  # Raises ValueError

# Class-based view
class CheckoutView(ConversionEventsMixin, View):
    conversion_events = ['purchase']

    def post(self, request):
        record_conversion(request, 'purchase')  # Allowed
        record_conversion(request, 'signup')  # Raises ValueError

Available Parameters

The record_conversion function accepts:

• request: Django request object
• event_type: Conversion event name (required)
• value: Monetary value (optional)
• currency: Currency code (optional, defaults to settings)
• custom_data: Additional metadata (optional)
• source_object: Related model instance (optional)
• is_confirmed: Whether confirmed (optional, defaults to True)

Attribution Analysis

See which campaigns drove your conversions:

from django_attribution.models import Conversion
from django_attribution.attribution_models import first_touch, last_touch

# Last-touch attribution (most recent campaign gets credit)
conversions = Conversion.objects.valid().with_attribution(last_touch) # .valid() = is_active + is_confrimed

for conversion in conversions:
    print(f"Conversion: {conversion.event}")
    print(f"Source: {conversion.attribution_data.get('utm_source')}")
    print(f"Campaign: {conversion.attribution_data.get('utm_campaign')}")

# First-touch attribution (first campaign gets credit)
conversions = Conversion.objects.valid().with_attribution(first_touch)

# Custom attribution window (default is 30 days)
conversions = Conversion.objects.valid().with_attribution(last_touch, window_days=7)

# Different windows per source
source_windows = {
    'google': 14,
    'email': 7,
}

conversions = Conversion.objects.with_attribution(
    last_touch,
    window_days=30,  # default window
    source_windows=source_windows
)

Configuration

Optional settings to customize behavior in your Django settings.py:

DJANGO_ATTRIBUTION = {
    "CURRENCY": "USD",

    # Cookie settings
    "COOKIE_MAX_AGE": 60 * 60 * 24 * 90,  # 90 days
    "COOKIE_NAME": "_dj_attr_id",

    "FILTER_BOTS": True,

    # Skip tracking utm params on these URLs
    "UTM_EXCLUDED_URLS": [
        "/admin/",
        "/api/",
    ],

    # Max length for UTM parameters
    "MAX_UTM_LENGTH": 200,
}