An attribution model is a framework that decides how different marketing touchpoints are credited for conversions. Here is our definition of the different attribution models:

1. First Touch:

In the first touch attribution model, the entire credit (100%) of the conversion goes to the first marketing touchpoint in the user journey. All touches after the first touch do not get any credit for the conversion.


Steven sees a Facebook Ad for a useful business tool in his news feed, clicks on it & visits the website selling the tool. He drops off after browsing the website.

Next day, he searches for the site name he previously on Google & clicks on the very 1st link of the website which was a Google Search Ad. He again drops off after browsing the website.

Two days later, he receives an email from the company selling the tool, clicks on it & fills the demo form thus expressing interest in the tool.

In this entire user journey, the very first touchpoint i.e., the Facebook Ad will get 100% of the conversion credit.

2. Last Touch:

In the last touch attribution model, 100% of the credit is given to the marketing touchpoint that happens right before the conversion takes place.

Continuing with the previous example, ‘Email’ will be getting 100% conversion credit for converting the visitor into a lead.

3. Linear Touch:

In the linear touch attribution model, all touchpoints get equal credit for the conversion.

Continuing with the previous example, each of the 3 touch points will be assigned 33.33% of the credit for the conversion.

4. U-Shaped/Position Based Attribution:

In this model, the first & the last touch get all the conversion credit while all remaining touchpoints that take place in between are overlooked.

Let’s say in the previous example, the visitor clicked on the email but before enquiring for a demo, wanted to discuss the same with his management. Post-discussion, he directly visited the company website & converted.

In this scenario, the 50% of the credit will go to the first touchpoint i.e. Facebook Ad, 50% of the remaining credit will go to Direct. The remaining touchpoints will not be considered.

5. Time Decay:

In this model, the touchpoint closest to the conversion gets the maximum credit. Farther the touchpoint from the conversion, lesser credit it gets.

From the previous example, Direct channel will get the maximum credit. The next highest credit will be assigned to Email & so on & so forth.

6. First Touch Non-Direct Attribution:

In this model, all direct touches in the user journey are ignored. That is even if the first touch happened through a direct visit to the website, the conversion will not be credited to it but to the 1st non-direct touchpoint that takes place after it.

In our example, the very first touchpoint was a Facebook Ad (Non-Direct). Therefore 100% of the conversion will be allocated to it.

7. Last Touch Non-Direct Attribution:

In this model, the last touch other than any direct touch gets 100% of the conversion credit.

In our example, Email will get 100% of the credit since it was the last non-direct touch that took place before the conversion happened.

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