Attribution model comparison tool
Enter the touches behind one deal and see how first-touch, last-touch, linear, time-decay, U-shaped and W-shaped models share the credit. Free, in your browser.
The rules each model uses
- First-touch: all credit to touch 1.
- Last-touch: all credit to the final touch.
- Linear: equal shares.
- Time-decay: weights rise with each touch (1, 2, 3 and so on), so later touches earn more.
- U-shaped: 40% to the first touch, 40% to the lead-creating touch, 20% shared by the rest.
- W-shaped: 30% each to the first, lead-creating and opportunity-creating touches, 10% shared by the rest.
Where a model's key touches overlap or there are no other touches, the leftover share goes back to the key touches. The pre-filled journey is the worked example from marketing attribution models, judged against your CRM.
Questions people ask
Which attribution model is best?
None is right in general. Each is a rule for sharing credit. Choose one before you look at the results, and run every channel through the same one.
Why does GA4 not offer these models?
In 2023 Google retired first-click, linear, time-decay and position-based models from GA4 and Google Ads, leaving data-driven and last click.
Where do the touches come from?
From tracked visits and ad clicks recorded against the contact in your CRM. Touches that were never tracked cannot be credited by any model.
More free tools: all drop-b tools.
Find out which touches your CRM actually records.
The audit checks how many closed deals carry a source before any model is chosen.
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