Attribution Inputs
Model Comparison (Conversions)
| Model | First Touch | Middle | Last Touch |
|---|---|---|---|
| First Click | 1200.0 | 0.0 | 0.0 |
| Last Click | 0.0 | 0.0 | 1200.0 |
| Linear | 400.0 | 400.0 | 400.0 |
| Position (40/20/40) | 480.0 | 240.0 | 480.0 |
| Custom Weighted | 420.0 | 360.0 | 420.0 |
What is Attribution Modeling?
Attribution modeling helps you understand which marketing channels and touchpoints contribute to conversions. It assigns credit to different interactions in the customer journey.
First-Touch
Credit to first interaction
Last-Touch
Credit to final interaction
Linear
Equal credit to all touchpoints
Time Decay
More credit to recent touches
Position-Based
40% first, 40% last, 20% middle
Data-Driven
ML-based credit distribution
Choosing the Right Model
B2B Sales
Identify lead sources
Use: First-Touch
Ecommerce
Close the deal
Use: Last-Touch
Brand Building
Full journey awareness
Use: Linear
Short Cycles
Recent touch matters
Use: Time Decay