Model Type Credit Assignment Best Use Case Last Click 100% to final touchpoint Measuring direct response Linear Equal distribution to all Multi-channel campaign analysis Position Based 40% first/last, 20% middle Balanced view of funnel. Marketers should also align their chosen model with their KPI structure; for example, using Last Click for tactical optimization while relying on Data Driven for strategic budget planning.
Analyze Customer Journey True Influence
Linear and Time Decay The Linear model distributes credit equally across every touchpoint, making it ideal for campaigns where multiple interactions are consistently required. Choosing the right framework allows marketers to see the full picture of their efforts, rather than valuing only the final interaction that immediately precedes a conversion.
These presets range from attributing all value to the first interaction to distributing credit evenly across every touchpoint. Leveraging Position Based and Data Driven Models For a more nuanced view, position based (or U-shaped) attribution splits credit primarily between the first and last interactions, with the remaining touchpoints sharing the middle portion.
Analyze Customer Journey True Influence
Default Models and Their Strategic Value The platform provides standard models that serve as a baseline for analysis, though each offers a distinct lens for viewing campaign influence. This flexibility is vital for organizations with unique sales cycles or those integrating offline conversions.
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