Attribution Model Calculator
Compare how attribution models split conversion credit across touchpoints.
About Attribution Model Calculator
Attribution models are weighting schemes rather than measurements, so the same path produces very different credit depending on the model chosen. First and last touch are the extremes, assigning everything to one touchpoint. Because the model determines the answer, comparing models matters more than picking one: a channel that looks worthless under last touch may be doing most of the discovery work.
Formula
Attribution Model
Each model applies a different weight to each touchpoint, and the weights sum to one
- time decay
- Weight doubles with each step closer to the conversion
- position based
- 40 per cent to first and last touch, 20 per cent split across the middle
Worked example
With the default values below, Attribution Model Calculator returns Conversions Credited to That Channel of 125.000. Change any input above and every figure here is recalculated in your browser.
Inputs used
- Conversions to attributeminimum 0
- 500
- Touchpoints in the pathaccepts 1–20
- 4
- Attribution modelone of First touch, Last touch, Linear, Time decay, Position based, 40/20/40
- Linear
- Position of the channel being measuredaccepts 1–20
- 1
Results
- Conversions Credited to That Channel
- 125.000
- Share of Credit Received
- 25.000%
- Credit Under First Touch
- 500.000
- Credit Under Last Touch
- 0.000
- Credit Under Linear
- 125.000
Step by step
- 1Values used
- 2Attribution Model
- 3Conversions Credited to That Channel= 125.000
- 4Share of Credit Received= 25.000
- 5Credit Under First Touch= 500.000
- 6Credit Under Last Touch= 0.000
- 7Credit Under Linear= 125.000
Assumptions and limits
- The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
- In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
- Figures are rounded for display to 3 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.
Frequently Asked Questions
How is Attribution Model calculated?
Each model applies a different weight to each touchpoint, and the weights sum to one Attribution models are weighting schemes rather than measurements, so the same path produces very different credit depending on the model chosen. First and last touch are the extremes, assigning everything to one touchpoint.
Why does Attribution Model matter?
Because the model determines the answer, comparing models matters more than picking one: a channel that looks worthless under last touch may be doing most of the discovery work.
What values do I need to enter?
This calculator takes 4 inputs: Conversions to attribute, Touchpoints in the path, Attribution model, Position of the channel being measured. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.