Attribution Model Comparison
Compare how different attribution models evaluate channel performance.
Channel Data
| Channel | First Touch | Last Touch | Assists |
|---|---|---|---|
Google Search | |||
Meta Ads | |||
Display Ads | |||
YouTube | |||
Email |
Linear
Model Comparison Table
| Channel | Last | First | Linear | Time | Position |
|---|---|---|---|---|---|
Google Search | 45.0% | 35.0% | 35.0% | 36.5% | 37.0% |
Meta Ads | 15.0% | 25.0% | 23.3% | 21.8% | 22.0% |
Display Ads | 8.0% | 20.0% | 16.7% | 14.7% | 15.6% |
YouTube | 5.0% | 15.0% | 11.7% | 10.0% | 11.0% |
Email | 27.0% | 5.0% | 13.3% | 17.1% | 14.4% |
Recommended Model
Your data shows that both your acquisition and conversion channels are strong. The Position Based model (U-shape) gives 40% credit to first and last touchpoints and 20% to middle touches, providing a balanced evaluation.
What is an Attribution Model?
An attribution model is a set of rules that determines which marketing channel or touchpoint gets credit for a conversion. Different models like Last Click, First Click, Linear, Time Decay, and Position Based evaluate the same data from different perspectives.
How Does This Tool Work?
Enter first-touch, last-touch, and assist conversion counts for each channel. The tool calculates and visualizes each channel's conversion contribution according to 5 different attribution models, so you can see which model best fits your business.
Why is Choosing the Right Attribution Model Important?
Using the wrong attribution model can lead you to allocate budget to the wrong channels. For example, Last Click undervalues awareness channels, while First Click undervalues conversion channels. Choosing the right model for your data can help you use your ad budget 15-30% more efficiently.
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