Attribution Models Explained: First, Last, Linear & More
Attribution models are rules for distributing conversion credit across marketing touchpoints. Different models can produce different answers from the same journey.
First-click attribution
Assigns credit to the earliest observed touchpoint. It can highlight acquisition sources but ignores later influence.
Last-click attribution
Assigns credit to the final eligible touchpoint before conversion. It is simple and operationally useful but can undervalue discovery.
Linear attribution
Splits credit evenly across observed touchpoints, treating each as equally important.
Position-based and time-decay
These models weight touchpoints differently based on position or recency rather than splitting credit evenly.
Data-driven attribution
Uses observed data and statistical methods to estimate contribution, subject to the platform's methodology and available data.
Use multiple views when helpful
Teams often benefit from comparing models rather than pretending one model is universally correct.