Guide
Multi-Touch Attribution Explained
Understand the different types of attribution models, from first-touch and last-touch to complex multi-touch attribution models, and learn which one is right for your business.
Types of Attribution Models
01 / THE BASICS
Not all marketing touchpoints are created equal. Here is how different models assign credit.
First-Touch vs Last-Touch Attribution
First-touch attribution gives 100% of the credit to the first interaction a user had with your brand. Last-touch gives 100% to the final interaction before conversion. Both are simple, but often misleading.
Multi-Touch Attribution Models
A multi-touch attribution model distributes credit across multiple touchpoints in the customer journey. This can be linear, time-decay, U-shaped, or data-driven.
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