Your quick guide to marketing attribution models

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

Q: Can I get an overview of the top attribution models used in marketing today?

Attribution models help marketers understand how different channels and touchpoints contribute to conversions and sales. Instead of relying solely on intuition, these models provide a structured way to see which interactions deserve credit for driving results. 

Below is an overview of the most widely used attribution models, how they work, and when to use them.

Last-click attribution

In the last-click attribution model, 100% of the credit for a conversion goes to the final touchpoint before the sale. This approach is straightforward and easy to implement, making it ideal for quick analysis or when the last interaction is clearly the most influential — such as a customer clicking on a retargeting ad right before purchasing. However, it ignores earlier interactions that may have contributed to the decision, making it less suitable for understanding the full customer journey.

First-click attribution

The first-click attribution model does the opposite: it credits the first interaction entirely. This is particularly useful for awareness campaigns, where the main goal is to identify which channels initially capture customer attention. Like last-click attribution, though, it oversimplifies the process by neglecting the nurturing interactions that follow.

Linear attribution

A more balanced approach is linear attribution, which spreads credit equally across all touchpoints. This model gives marketers a clearer picture of the entire customer journey and ensures no single interaction is overlooked. It’s best used when each stage of engagement is thought to carry similar weight. However, the model can sometimes overvalue less influential touchpoints, since it treats every interaction as equally important.

Dig deeper: How to turn marketing attribution from a black box into a growth engine

Time decay attribution

Time decay attribution assigns increasing weight to interactions as they get closer to the conversion event. This model recognizes that recent touchpoints often have a stronger influence on the final decision than earlier ones. It works well for sales cycles where the final steps in the journey, like product demos or free trials, carry the most weight. The downside is that it may undervalue early awareness efforts.

U-shaped attribution (position-based)

With U-shaped attribution, 40% of the credit goes to the first and last interactions, while the remaining 20% is distributed evenly among the middle touchpoints. This model highlights the importance of both initial awareness and the final conversion step, making it a good choice for campaigns where both early engagement and closing interactions are critical. However, it can overlook the mid-funnel actions that might also play an important role.

W-shaped attribution

The W-shaped attribution model expands on the U-shape by giving credit to three major milestones: the first touch, the lead creation point, and the final conversion interaction. It’s particularly valuable in B2B marketing, where multiple touchpoints are needed to move a lead through a longer sales funnel. The model requires careful configuration, but it offers valuable insights into the key steps of lead nurturing.

Custom attribution

Finally, custom attribution models allow businesses to design their own credit distribution based on unique customer journeys and internal data. These models provide the most accurate insights but require significant resources, data and analytical expertise. They’re best suited for organizations with complex, multi-stage sales processes where standard models fall short.

Dig deeper: If you want better outcomes, stop relying on last-touch attribution

Choosing the right model

The best attribution model depends on your business goals, sales cycle complexity and available data. Many businesses start with simpler models like last-click or first-click to gain initial insights, then move to more advanced models — such as W-shaped or custom — once they have the data infrastructure and analytical capabilities to support them.

Key metrics to track

When implementing any attribution model, monitor metrics like conversion rate, customer acquisition cost (CAC), and return on ad spend (ROAS). These indicators will help ensure the model aligns with your marketing objectives.

Next steps

1. Evaluate your current marketing channels and customer journey.
   
2. Choose an attribution model that aligns with your business goals.
   
3. Monitor performance regularly and adjust as needed.
   

By understanding and applying the right attribution model, marketers can make data-driven decisions, optimize their strategies, and ultimately drive greater business growth.

Attribution models comparison chart

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