Five perspectives
Compare five models without rebuilding the original customer journey.
Free Marketing Attribution Tool.
Enter a customer journey and conversion value to distribute credit across channels.
Compare first-touch, last-touch, linear, position-based and time-decay models.
Use the result as a decision aid, not proof of causality.
Why it matters
The model changes the marketing story.
Attribution does not observe a single objective share of influence; it applies a rule for distributing credit across recorded touchpoints. First-touch emphasizes discovery, last-touch emphasizes the final interaction, linear treats every step equally and other models introduce their own priorities.
Because the same journey can produce very different channel results, selecting one rule without examining its assumptions can make reporting appear more certain than the evidence supports. Understanding that sensitivity helps teams avoid rewarding or cutting a channel solely because one model favors a particular position in the journey.
Comparing several models makes those assumptions visible and creates a more useful conversation about channel contribution.
Journey context
Keep touchpoint order visible behind every channel allocation.
Revenue credit
Translate model weights into revenue or pipeline credit.
Clear assumptions
Understand each model’s assumptions before presenting results or changing budgets.
How to use
Build a journey in three steps.
Use one representative conversion journey or compare several journeys separately.
Add the touchpoints
Enter channels in encounter order and use consistent names so repeated touchpoints remain grouped across every model.
Enter conversion value
Enter the revenue or pipeline value to distribute, using the same valuation method across every journey.
Compare the models
Compare channel credit, investigate large differences and review experiments before making budget decisions from attributed results.
FAQs
Marketing Attribution Tool FAQ
Understand what the comparison can and cannot tell you.
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