Attribution Model Cheat Sheet
In this cheat sheet we summarize the basics on attribution models, insights generated, and the pros/cons of each.
Single-Touch
| Attribution Model | METHODOLOGY | UNCOVERS CAMPAIGNS THAT | PROS & CONS |
| FIRST TOUCH |
100% to first campaign (brought in the lead) |
Generate new leads |
√ Simple to implement and understand Ø Does not credit later stages |
| LAST TOUCH |
100% to last campaign (converted lead to Opportunity) |
Convert leads to sale opportunity |
√ Good for identifying purchase- influencing campaigns in long sales cycles Ø Last touch might not accurately capture an action that influenced purchase decision |
| TIPPING POINT |
100% to campaign that created sale engagement (pushed past the lead score threshold) |
Qualify leads or enable a conversation with sales |
√ Considers later-stage campaigns that create MQL’s, which makes sales teams happy Ø Misleading if lead was already very close to the threshold score |
Multi-Touch
| Attribution Model | METHODOLOGY | UNCOVERS CAMPAIGNS THAT | PROS & CONS |
| EVEN SPREAD |
Equal credit to all campaigns that touched the lead |
Maximize the number of engagements |
√ Simple-to-implement multi-touch model Ø Overweights less important touches |
| U-SHAPED |
Equal credit to first and last |
Generate new leads or influenced conversion to opportunity |
√ Aligns both goals of generating new leads and converting them Ø Straddles two opposite points in the funnel, blends the credit |
| W-SHAPED |
Highest weighting to first, middle, and last |
Generate new leads or influence a purchase in mid- or late-stages |
√ Includes activities throughout the funnel Ø Straddles multiple points, so the aggregate report might be hard to interpret |
| TIME DECAY |
Increasing credit to later stages |
Engage prospects most in the later stages |
√ Good for linear “escalating” sales cycles Ø De-prioritizes new lead creation |
| CUSTOM POSITION |
Credit customized based on position |
custom based on the positions and number of touch points) |
√ Custom-fit for specific goals and funnel of your business Ø Potential for high complexity and difficulty in interpretation |
| CUSTOM FACTORS |
Credit to variables beyond touch position |
(custom based on factors used) |
√ Captures non-touch based factors correlat- ed with performance and revenue impact Ø Complexities in choosing factors and testing their correlation with revenue impact |