Attribution Model Decision Tree
Answer 6 questions about your business and get a personalised attribution model recommendation with reasoning. No sign-up required.
Attribution Model Quiz
Sales Cycle
How long is your typical sales cycle from first touch to conversion?
Your recommended attribution model
Position-Based Attribution
Also known as U-shaped attribution
Why this model fits your business
Key trade-offs
Learn more
The Attribution Models Explained
Each model answers a different version of the same question: which of your marketing channels deserves credit for a conversion? The right answer depends on your business, not on which model is simplest to implement. See our full guide to multi-touch attribution for a deeper comparison, or read what multi-touch attribution means in practice.
Last-Click
All conversion credit goes to the final touchpoint before the sale. Simple and easy to act on, but ignores every channel that built awareness and intent.
First-Click
All credit goes to the channel that first introduced the customer. Useful for understanding what drives awareness, but ignores the channels that close.
Linear
Equal credit distributed across every touchpoint. A fair starting model, but can dilute insight when some channels contribute far more than others.
Time-Decay
Touchpoints closer to conversion receive more credit. Intuitive for short sales cycles where recent interactions carry more weight.
Position-Based (U-Shaped)
40% credit to first touch, 40% to last touch, and 20% split across the middle. Values both acquisition and conversion without ignoring either.
Data-Driven
Machine learning assigns credit based on which touchpoint combinations actually lead to conversion. Requires high conversion volume to be reliable.
Marketing Mix Modelling
Statistical regression on aggregate spend and revenue data. Privacy-safe (no cookies), handles offline conversions, and works across long sales cycles.
Attriqs supports six multi-touch attribution models plus marketing mix modelling, all switchable from your attribution settings. You can compare model outputs side by side to understand how different assumptions change your channel rankings. Once you have chosen a model, the ROAS Calculator shows how that choice affects your reported return on ad spend. If phone calls are a significant conversion path, the Call Tracking ROI Calculator quantifies how much revenue your current model is missing.
Run Every Model on Your Actual Data
Attriqs lets you switch between attribution models and compare how each one changes your channel rankings and budget recommendations.