Marketing Attribution Calculator

Linear attribution is built around the principle that no single touchpoint in a customer's journey should be arbitrarily favored — a channel that showed up early to build awareness gets the same per-touchpoint credit as one that appeared right before the conversion. This makes it simple and transparent, though it means it doesn't distinguish a channel's specific role in the funnel the way some other models do.

Last-touch attribution gives 100% of the credit to whichever channel was involved right before conversion, and first-touch gives all the credit to whichever channel started the journey — both ignore every touchpoint in between entirely. Linear attribution instead spreads credit proportionally across every touchpoint in the journey, which tends to give a more balanced picture of channels that play a supporting role rather than the final closing role.

Touchpoint volume alone doesn't capture a channel's strategic role — a channel with relatively few touchpoints might still be the one consistently present right before conversion, functioning as a closing channel even though it doesn't generate as much overall traffic. Comparing linear attribution results against a last-touch view can reveal these lower-volume-but-high-closing-value channels.

Attributed revenue under linear attribution reflects touchpoint volume, not necessarily cost-efficiency or incremental impact, so a channel with high attributed revenue might also carry a high cost per touchpoint that makes it less profitable than a lower-volume channel. Pairing attribution results with channel cost data gives a fuller picture than attributed revenue alone.

No — it only works with touchpoints and revenue from converted customers, so it measures how credit is distributed among channels that contributed to actual conversions, not how effective each channel is at engaging the broader audience that never converted. A channel that generates a lot of top-of-funnel engagement without much direct conversion contribution will look smaller here than its total reach might suggest.