Work out attribution model comparison instantly with clear inputs, formula shown and shareable results.
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.
Attribution comparison
Credited revenue = total revenue × channel share under each model
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.
None. Each is a rule, not a measurement. Incrementality testing is the only way to establish causal contribution.
A wide spread means budget decisions based on any single model are fragile and should be validated experimentally.