Attribution Models (First-Touch, Last-Touch, Multi-Touch)
GLOSSARY
Definition
An attribution model is the rule that decides which marketing touchpoint gets credit for a conversion. First-touch credits the first interaction. Last-touch credits the final one before purchase. Linear splits credit equally. Time-decay gives more weight to recent touches. Position-based (U-shaped) gives 40% to first and last, 20% to everything in between.
Why it matters
Every model is wrong, but some are useful for specific questions. First-touch tells you which channels generate awareness. Last-touch tells you which channels close. Multi-touch tells you the whole story but requires data most companies don't have. The practical advice: pick one model, use it consistently, and compare trends over time rather than treating any single number as truth.
Tools in this space
Related terms
CDP · Attribution · DMP · CRO · UTM parameters