Multi-Touch Attribution Calculator
Multi-Touch Attribution Calculator
Customers often interact with several marketing touchpoints (an ad, an email, a social post, a direct visit) before converting — this tool shows how much credit each of 4 touchpoints gets under different attribution models.
First Touch and Last Touch are the simplest models, crediting 100% of a conversion to either the very first or the very last interaction, but both ignore everything in between — which is exactly the gap Linear (splitting credit evenly across all touchpoints) and Position-Based, or U-shaped, attribution (weighting the first and last touchpoints more heavily, typically 40% each, with the remaining 20% split among the middle interactions) are designed to address. Which model to use isn't a purely mathematical choice — it depends on whether your business cares more about what introduces customers, what closes them, or a balance of both, and switching models can meaningfully shift which channels look like they're "working" in a report.
- First Touch: gives 100% of the credit to the very first touchpoint that introduced the customer.
- Last Touch: gives 100% of the credit to the final touchpoint right before conversion.
- Linear: splits credit equally (25% each) across all 4 touchpoints. Position-Based (U-shaped): gives 40% each to the first and last touchpoints, and 10% each to the two middle ones.
Which attribution model should I use?
There's no universally "correct" model — first/last touch are simplest but can overweight one channel, while linear and position-based try to more fairly credit the full journey. Many marketers compare multiple models rather than relying on just one.
What if my customer journey has more or fewer than 4 touchpoints?
This calculator assumes exactly 4 touchpoints for simplicity — real customer journeys can be shorter or longer, but the same model logic (first/last/linear/position-based) applies regardless of the exact count.
Multi-Touch Attribution Calculator
Customers often interact with several marketing touchpoints (an ad, an email, a social post, a direct visit) before converting — this tool shows how much credit each of 4 touchpoints gets under different attribution models.
First Touch and Last Touch are the simplest models, crediting 100% of a conversion to either the very first or the very last interaction, but both ignore everything in between — which is exactly the gap Linear (splitting credit evenly across all touchpoints) and Position-Based, or U-shaped, attribution (weighting the first and last touchpoints more heavily, typically 40% each, with the remaining 20% split among the middle interactions) are designed to address. Which model to use isn't a purely mathematical choice — it depends on whether your business cares more about what introduces customers, what closes them, or a balance of both, and switching models can meaningfully shift which channels look like they're "working" in a report.
- First Touch: gives 100% of the credit to the very first touchpoint that introduced the customer.
- Last Touch: gives 100% of the credit to the final touchpoint right before conversion.
- Linear: splits credit equally (25% each) across all 4 touchpoints. Position-Based (U-shaped): gives 40% each to the first and last touchpoints, and 10% each to the two middle ones.
Which attribution model should I use?
There's no universally "correct" model — first/last touch are simplest but can overweight one channel, while linear and position-based try to more fairly credit the full journey. Many marketers compare multiple models rather than relying on just one.
What if my customer journey has more or fewer than 4 touchpoints?
This calculator assumes exactly 4 touchpoints for simplicity — real customer journeys can be shorter or longer, but the same model logic (first/last/linear/position-based) applies regardless of the exact count.