Attribution Model Playground
See how different models distribute conversion credit across your marketing touchpoints
Add the marketing touchpoints a customer encountered before converting. Order matters — first to last.
Optional. Set a dollar value to see credit in revenue terms.
Model Comparison
Detailed Breakdown
How Attribution Models Work
An attribution model is a set of rules that determines how conversion credit is distributed among the marketing touchpoints in a customer’s journey. The same journey can tell very different stories depending on which model you use — which is exactly why this playground exists.
There’s no single “correct” model. Each one highlights a different aspect of your marketing funnel, from awareness to conversion. The best approach is to compare models side by side and understand what each one reveals.
First Touch
100% credit to the first touchpoint. Highlights which channels drive initial awareness and bring new visitors into your funnel.
Last Touch
100% credit to the final touchpoint before conversion. Shows which channels close deals and drive immediate action.
Linear
Equal credit to every touchpoint. A fair, democratic view that values each interaction in the journey equally.
Time Decay
More credit to touchpoints closer to conversion. Based on the idea that recent interactions have more influence on the decision.
Position-Based (U-Shaped)
40% to first touch, 40% to last touch, 20% split among the middle. Values both discovery and closing while acknowledging assists.
Which Model Should You Use?
The right model depends on what question you’re trying to answer about your marketing performance.
| Model | Best For | Overvalues | Undervalues |
|---|---|---|---|
| First Touch | Top-of-funnel strategy, brand awareness campaigns | Awareness channels (social, display) | Retargeting, email nurture |
| Last Touch | Direct response, short sales cycles, e-commerce | Closing channels (brand search, email) | Awareness and mid-funnel |
| Linear | Balanced view, content marketing, long journeys | Nothing specifically | Nothing specifically |
| Time Decay | Promotions, time-sensitive offers, B2B with long cycles | Bottom-funnel touches | Early awareness |
| Position-Based | Full-funnel analysis, balanced budget decisions | First and last interactions | Mid-funnel nurturing |
Frequently Asked Questions
GA4 uses a data-driven attribution model by default, which uses machine learning to distribute credit based on observed conversion patterns. You can also switch to last-click or view other models in the Model Comparison report. Google removed first-click, linear, time-decay, and position-based from GA4 in late 2023.
Time decay uses an exponential decay function where each touchpoint’s credit is based on how close it was to the conversion. A common half-life is 7 days — a touchpoint 7 days before conversion gets half the credit of one on the day of conversion. This calculator uses relative position in the journey to model the decay.
Yes, and many teams do. For example, you might use first-touch attribution to evaluate awareness campaigns and last-touch for retargeting. The key is to be consistent within each analysis and clearly communicate which model you’re using when reporting results.
Each model reflects a different philosophy about what matters in the customer journey. First-touch values discovery; last-touch values closing; linear treats all touches equally. In long journeys with many touchpoints, the differences become dramatic — which is exactly why comparing models is so valuable for understanding your full funnel.
No. All calculations run entirely in your browser. Your marketing journey data never leaves your device. The tool is 100% client-side JavaScript with no external API calls.