Compare how attribution models split conversion credit across touchpoints.
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.
Attribution Model
Each model applies a different weight to each touchpoint, and the weights sum to one
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.
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.
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.