Marketing Attribution Model Comparison Tool
Customer Journey Touchpoints
| Touchpoint | Value ($) | Action |
|---|
Attribution Model Comparison
Understanding Attribution Models
First Touch: Assigns 100% credit to the first touchpoint in the customer journey. Useful for understanding which channels are most effective at initiating customer interest.
Last Touch: Assigns 100% credit to the last touchpoint before conversion. Helpful for identifying which channels are most effective at closing sales.
Linear: Distributes credit equally across all touchpoints. Provides a balanced view of the customer journey, assuming all touchpoints contribute equally.
Time Decay: Assigns more credit to touchpoints closer to the conversion, with a decay factor for earlier touchpoints. Useful when you believe recent touchpoints have more impact.
Position Based: Assigns 40% credit each to the first and last touchpoints, with the remaining 20% distributed among the middle touchpoints. Emphasizes the importance of both initiating and closing touchpoints.