Multi-touch attribution models explained
Multi-touch attribution acknowledges reality: buyers interact with many channels before purchasing, so crediting only one distorts the picture. These models divide the credit across the journey.
The models differ in where they place weight. Choosing among them is really choosing which parts of the journey you believe matter most, then applying that belief consistently.
Short answer
Multi-touch attribution spreads conversion credit across the touchpoints in a buyer's journey rather than giving it all to one. Common models include linear (equal credit to every touch), time-decay (more credit to recent touches), U-shaped (first and last weighted most), and W-shaped (first, lead creation, and opportunity creation weighted most).
Key takeaways
- Linear: equal credit to every touchpoint.
- Time-decay: more credit to touches closer to conversion.
- U-shaped: first and last touches weighted most.
- W-shaped: first, lead-creation, and opportunity-creation touches weighted most.
Choosing a model
Linear is simple and fair but treats a throwaway touch like a decisive one. Time-decay suits fast cycles where recent touches drive the decision. U-shaped fits when the first impression and the closing touch matter most. W-shaped suits B2B, crediting the key funnel milestones.
The right model reflects your buying journey, and consistency matters more than picking the theoretically perfect one. Switching models constantly makes trends unreadable.
How Ardovo handles it
Ardovo supports linear, time-decay, U-shaped, and W-shaped models on the same underlying touch data, so you can compare how each allocates credit. Rook explains why a channel's credit shifts between models, helping you choose one that fits your journey and stick with it.
Frequently asked questions
What are the main multi-touch attribution models?
Linear (equal credit to all touches), time-decay (more credit to recent touches), U-shaped (first and last weighted most), and W-shaped (first, lead-creation, and opportunity-creation touches weighted most). Each places weight differently.
Which multi-touch model should I use?
The one that matches your buying journey. W-shaped suits B2B with clear funnel milestones; time-decay suits fast cycles. Consistency matters more than perfection, so pick a reasonable model and apply it steadily.
Is multi-touch attribution better than single-touch?
Usually, because it reflects that buyers interact with many channels rather than crediting only one. It is more complex to implement, but it avoids the systematic bias of first-touch and last-touch models.