Level: Advanced
Beyond simple last-click reporting, multi-touch attribution attempts to fairly distribute credit across every touchpoint in a customer's actual path to conversion.
Different Models Distribute Credit Differently
Linear, time-decay, and position-based models each weight the same customer journey differently, which can meaningfully change which channels appear most valuable.
No Single Model Is Universally Correct
The right model depends on your specific business, sales cycle, and how much you trust the underlying tracking data across each touchpoint.
Compare Results Across Models Before Deciding
Rather than committing to one model by default, comparing how budget allocation would change under a few different models reveals how sensitive your conclusions actually are to the modeling choice.
Next step: Use the Sales Letter Writer to make sure the copy at each touchpoint in a multi-touch journey is genuinely doing its job, since attribution modeling only reveals which touchpoints mattered — it doesn't fix weak creative at any one of them.