Attribution Model Selection

Five attribution models. Each tells a different story about how marketing creates revenue. First-touch credits the channel that generated the lead. Last-touch credits the channel that created the opportunity. Linear distributes credit equally across every touchpoint. Time-decay weights recent touches more heavily. Position-based gives 40% to first touch, 40% to last touch, and distributes 20% across the middle. No model is correct. Every model is useful. The question is not "which model is right" but "which model answers the specific question I am asking right now." First-touch answers "what fills the funnel." Last-touch answers "what converts." Multi-touch answers "what influences."

Most organizations should run two models simultaneously. First-touch for demand generation planning — which channels fill the top of the funnel? Last-touch or position-based for conversion analysis — which channels close the deal? Running both produces a complete picture. Running one produces a biased one. First-touch alone overvalues awareness channels and undervalues conversion channels. Last-touch alone does the opposite. The two together show the full journey.