Attribution Model Comparator
Same buyer journey. Six different models. See exactly how much credit shifts between channels — and why marketing and sales always disagree.
🗺️Customer Journey Map (5 Touchpoints)
Chronological buyer touches leading up to Deal Close (Day 0).
Under First Touch, Paid Social receives 100% of the credit. But under Last Touch, that same channel drops to 0%, handing full glory to Demo Request. This single mathematical disconnect is why marketing and sales teams argue over budget allocation.
Side-by-Side Model Distribution
How the exact same buyer journey credits each marketing and sales touchpoint.
First Touch
Awards 100% of pipeline credit to the channel that initially brought the buyer into your universe.
Last Touch
Awards 100% credit to the final touchpoint immediately preceding the opportunity or deal close.
Linear
Distributes credit equally (1/N) across every recorded touchpoint in the customer journey.
U-Shaped
Assigns 40% to First Touch, 40% to Lead Creation, and splits the remaining 20% across middle touches.
W-Shaped
Awards 30% to First Touch, 30% to Lead Creation, 30% to Opportunity Creation, and 10% to nurturing touches.
Time Decay
Decays credit exponentially backwards in time — touchpoints closer to the close event receive progressively more value.
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