Marketing Attribution Model Calculator

Every conversion is usually the end of a journey with more than one touchpoint, and the model you use to explain that journey changes which channels look like they are working. This calculator takes up to five touchpoints, each with a channel name and how many days before the conversion it happened, and instantly shows how five standard attribution models would split the credit across them.

Why the model you choose changes the story

Picture a customer who first finds you through an organic search result, sees a retargeting ad on social media two weeks later, then clicks an email the day they finally buy. Last-touch attribution would hand 100 percent of that sale to email. First-touch would hand all of it to organic search. Neither is wrong, but each tells a different, incomplete part of the story, and basing budget decisions on only one of them can lead you to underfund a channel that was quietly doing real work earlier in the funnel.

The five models this calculator compares

First-touch and last-touch attribution are the simplest: each gives all the credit to a single touchpoint, either the one that started the journey or the one that closed it. Linear attribution splits credit evenly across every touchpoint, treating a channel touched once the same as one touched five times as far as weighting goes. Time-decay attribution weights touchpoints by recency, using a 7-day half-life in this calculator, so a touch from 30 days ago carries meaningfully less weight than one from yesterday. U-shaped, or position-based, attribution gives 40 percent to the first touch and 40 percent to the last touch, splitting the remaining 20 percent evenly across whatever happened in between, reflecting the common view that starting and closing a journey both deserve outsized credit.

Reading your results and their limits

None of these five models is the single correct answer, and the time-decay figures here are a simplified approximation built from the number of days you enter, not a platform's full timestamped session data. Use the comparison as a discussion tool: if a channel looks strong under first-touch but weak everywhere else, it may be doing awareness work that a last-touch view would miss entirely. If a channel only looks good under last-touch, check whether it is actually driving demand or simply capturing sales that other channels already created. Looking at more than one model side by side, rather than picking whichever one flatters your favorite channel, is what makes attribution useful instead of just another number. If you want a deeper read on which of your channels are actually compounding over time, that is exactly the kind of analysis behind our SEO strategy and consultation work.