Attribution Simulator
Compare how different attribution models distribute conversion credit across your marketing channels. Build a customer journey and see the impact of each model side by side.
Conversion Value
Journey Builder
Customer Journey
Attribution Models
Last Click
Click to expand100% credit to the last touchpoint before conversion. Default in most analytics platforms.
First Click
Click to expand100% credit to the first touchpoint that introduced the customer. Best for measuring awareness.
Linear
Click to expandEqual credit across all touchpoints. Fair but doesn't account for position importance.
Time Decay
Click to expandMore credit to recent touchpoints. Assumes closer interactions matter more for conversion.
Position-Based (U-Shaped)
Click to expand40% to first, 40% to last, 20% distributed among middle touchpoints.
Credit Distribution by Model
Compare how each model distributes credit (%) across your marketing channels.
Side-by-Side Comparison
Channels as rows, models as columns. Values show the percentage of conversion credit assigned.
| Channel | Last Click | First Click | Linear | Time Decay | Position-Based (U-Shaped) |
|---|---|---|---|---|---|
Google Ads | 0.0% | 100.0% | 20.0% | 16.2% | 40.0% |
Facebook Ads | 0.0% | 0.0% | 20.0% | 17.9% | 6.7% |
Email Marketing | 0.0% | 0.0% | 20.0% | 19.8% | 6.7% |
Organic Search | 0.0% | 0.0% | 20.0% | 21.9% | 6.7% |
Direct | 100.0% | 0.0% | 20.0% | 24.1% | 40.0% |
Key Insights
Understanding Attribution Models
Attribution models determine how conversion credit is distributed among the touchpoints in a customer's journey. Choosing the right model impacts budget allocation, channel optimization, and performance measurement.
Last Click
100% credit to the last touchpoint before conversion. Default in most analytics platforms.
First Click
100% credit to the first touchpoint that introduced the customer. Best for measuring awareness.
Linear
Equal credit across all touchpoints. Fair but doesn't account for position importance.
Time Decay
More credit to recent touchpoints. Assumes closer interactions matter more for conversion.
Position-Based (U-Shaped)
40% to first, 40% to last, 20% distributed among middle touchpoints.
Pro Tip
No single attribution model is perfect. Use this simulator to compare models and understand how each one values your channels differently. Many teams use position-based as a starting point, then move to data-driven models as they collect more data.
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