Marketing Attribution Comparison
Attribution decides which marketing channels get credit for a sale. The choice of model can make the same channel look essential or worthless. Running all five models on the same data shows how much of a channel’s reported performance comes from the data and how much from the model.
Everything above runs in your browser and saves to this device only. Paste conversion paths as channels in order, with conversions and value. The sample is hotel bookings across six channels.
How it works
Each path’s conversions, or its value, are shared across its touches by the model’s weights.
First click: 100% to the first touch
Linear: equal shares
Time decay: weight 2−k/h, with k touches before the conversion and h the half-life
Position-based: 40% first, 40% last, 20% shared across the middle
The paths carry no timestamps, so time decay counts touches. The most model-sensitive channel is the one whose share varies most across the five models.
Frequently Asked Questions
What is marketing attribution?
Marketing attribution decides how credit for a conversion is shared among the channels a customer touched before buying, such as search, social media, and email.
What are the common attribution models?
Last click gives all credit to the final touch and first click to the first. Linear shares it equally, time decay favours touches nearest the conversion, and position-based gives 40% each to the first and last touches and 20% to the middle.
Which attribution model should I use?
The right attribution model depends on the business, so compare them: conclusions that hold under every model are safe, and channels whose credit swings with the model need a test before budgets move.
What is the difference between attribution and marketing mix modelling?
Attribution shares credit among tracked touches on individual paths. Marketing mix modelling estimates channel effects from spend and sales over time, including untracked channels such as television and word of mouth.
Is this Marketing Attribution Comparison free?
Yes. The Marketing Attribution Comparison is free and opens straight away in any modern browser, including on a phone. Everything you enter is processed in your browser and stays on your device.