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Attribution Model Comparison Calculator

Work out attribution model comparison instantly with clear inputs, formula shown and shareable results.

About Attribution Model Comparison Calculator

The same channel is credited very differently depending on the attribution model, and the spread between models is the honest measure of how uncertain the answer is. Upper-funnel channels look strong on first touch and weak on last.

Formula

Attribution comparison

Credited revenue = total revenue × channel share under each model

Worked example

With the default values below, Attribution Model Comparison Calculator returns Spread Between The Models of $1,360,000.00. Change any input above and every figure here is recalculated in your browser.

Inputs used

Revenue To Attributeminimum 0
8,000,000
Channel Share Under First Touchaccepts 0–100 %
35 %
Channel Share Under Last Touchaccepts 0–100 %
18 %
Channel Share Under Linearaccepts 0–100 %
26 %

Results

Spread Between The Models
$1,360,000.00
Revenue Credited Under First Touch
$2,800,000.00
Revenue Credited Under Last Touch
$1,440,000.00
Revenue Credited Under Linear
$2,080,000.00

Step by step

  1. 1Values used
  2. 2Attribution comparison
  3. 3Spread Between The Models= 1,360,000.00
  4. 4Revenue Credited Under First Touch= 2,800,000.00
  5. 5Revenue Credited Under Last Touch= 1,440,000.00
  6. 6Revenue Credited Under Linear= 2,080,000.00

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 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
  • Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
  • This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.

Frequently Asked Questions

Which model is correct?

None. Each is a rule, not a measurement. Incrementality testing is the only way to establish causal contribution.

Why does the spread matter?

A wide spread means budget decisions based on any single model are fragile and should be validated experimentally.

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