Marketing Attribution Model Visualizer
See how different attribution models distribute conversion credit across your marketing touchpoints. Compare first-click, last-click, linear, time-decay, and position-based models.
Customer Journey Touchpoints
Attribution Model
Credit Distribution — Linear
All Models Comparison
| Touchpoint | First Click | Last Click | Linear | Time Decay | Position Based |
|---|---|---|---|---|---|
| Google Search Ad | 100.0% | 0.0% | 20.0% | 7.6% | 40.0% |
| Blog Post (SEO) | 0.0% | 0.0% | 20.0% | 11.4% | 6.7% |
| Facebook Retargeting | 0.0% | 0.0% | 20.0% | 17.1% | 6.7% |
| Email Campaign | 0.0% | 0.0% | 20.0% | 25.6% | 6.7% |
| Direct Visit | 0.0% | 100.0% | 20.0% | 38.4% | 40.0% |
Understanding Marketing Attribution Models
Marketing attribution is the science of determining which touchpoints contribute to a conversion. With the average B2B buyer interacting with 20+ touchpoints before purchasing, choosing the right attribution model is critical for accurate budget allocation.
Why Attribution Models Matter
The model you choose directly impacts which channels appear most valuable. First-click attribution will make your awareness campaigns look like heroes, while last-click makes your retargeting look unstoppable. The truth lies somewhere in between.
Industry Benchmarks
- 67% of marketers still rely on last-click attribution
- Companies using multi-touch attribution see 15-30% better ROAS
- Position-based is the most popular multi-touch model (used by 23% of enterprises)
- Average customer journey includes 6-8 touchpoints before conversion
Choosing the Right Model
For most companies, we recommend starting with position-based attribution. It gives proper credit to both the channel that introduced the customer and the one that closed the deal, while still acknowledging the middle touchpoints.
Frequently Asked Questions
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