Multi-Touch Attribution Calculator
Weights are assumptions, not measurements.
Credit to the first touch
$48,000
$8,000 to each middle touch
Position-based weighting gives the middle touches $8,000 each against $24,000 under linear. Neither is more correct — the weights are an assumption about how influence works, and no model can be validated without an experiment.
How the Multi-Touch Attribution Calculator works
Position-based weighting gives the first and last touches most of the credit and splits the rest between the middle. It is no more correct than linear — the weights encode a belief about how influence works, and no model can be validated without an experiment.
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Frequently asked questions
What is multi-touch attribution?
Distributing conversion credit across every touchpoint in a journey rather than crediting one. Common patterns are linear, time-decay and position-based.
What is U-shaped attribution?
A position-based model giving 40% each to first and last touch and splitting the remaining 20% across the middle. The weights are conventional rather than derived.
Is data-driven attribution better?
It fits weights from your own data rather than assuming them, which is an improvement. It still cannot separate correlation from causation, so it remains a credit allocation rather than a measurement.
What should I do instead?
Use a consistent model for day-to-day decisions and run periodic holdout tests to calibrate what each channel is actually worth. The model handles the routine; the experiment handles the truth.