Is WooCommerce source tracking first-click or last-click?
It depends on which source Metorik uses for the order. Metorik prefers WooCommerce’s built-in order attribution, which uses a last-click model. If that value is missing, Metorik falls back to Metorik Helper tracking, which is first-click.
Which attribution approach Metorik uses first
For WooCommerce stores, Metorik first checks WooCommerce order attribution fields. WooCommerce’s order attribution feature uses a last-click attribution model: 100% of the conversion credit goes to the last interaction before the customer lands on your site.
When those fields are present, that last-click value is what Metorik shows in reports and filters.
See WooCommerce’s documentation on Order Attribution Tracking.
Which attribution approach Metorik uses as fallback
If WooCommerce source data is unavailable, Metorik uses source tracking from the Metorik Helper plugin. Helper stores the visitor’s source on their first visit and uses that stored source to attribute orders while the source tracking cookie lasts (6 months by default). That path is first-click.
Helper tracking only applies from the moment the Metorik Helper plugin is installed.
How to read the result
An order can store both values in the background, but only one is used as the official UTM Source:
WooCommerce order attribution fields (last-click), when present
Metorik Helper fields (first-click), if the WooCommerce value is missing or empty
So the same store can show last-click attribution for some orders and first-click for others, depending on whether WooCommerce attribution data was available on that order.
For setup details, empty sources reports, cookie filters, and field names, see WooCommerce: Source Tracking.