First Touch
Gives all credit to the earliest eligible touchpoint before the conversion. Useful for demand creation analysis.
Quick guide
How to use Attribution models
Compare different attribution models without rewriting history. Each run is immutable and grouped by run_group_id.
- 1Pick a model (first-touch, last-touch, linear, U-shaped, time-decay) and click Run.
- 2Review credits per touchpoint and unattributed conversions.
- 3Compare KPI side-by-side to choose the most defensible default model.
- 4Use the chosen model in Reports — past runs remain available for audit.
Tip: Run different models on the same period: this exposes how much ROI depends on model choice.
Attribution Model Comparison
Compare models without rewriting history
Each run stores immutable attribution_results with a unique run_group_id. Campaign and channel performance is calculated from attribution credits, not naive totals.
Workspace: Northstar Outdoors Demo
Last Touch
Gives all credit to the final eligible touchpoint before conversion. Useful for close-to-sale activity.
Linear
Splits credit evenly across every eligible touchpoint in the lookback window.
U Shaped
Gives strong credit to the first and last touch, with the remaining credit shared across middle touches.
Time Decay
Gives more credit to recent touchpoints using a configurable decay factor and half-life.
Custom
Uses admin-defined rules by touchpoint type and/or journey position stored in the model configuration.
Latest model results
Revenue, margin, conversion, and touchpoint totals from each model's latest run.
| Model | Type | Attributed revenue | Attributed margin | Conversions | Touchpoints | Avg credit | Run group |
|---|---|---|---|---|---|---|---|
| No attribution runs yet. Use “Run attribution now” to create the first immutable result set. | |||||||