Attribution Model comparator.

See how your channel winners change when credit moves beyond last click.

Total revenue to attribute Viewing model

Channel	Spend	First %	Assist %	Last %

How These Attribution Models Work

Each model redistributes the same total revenue across your channels differently, based on the first-touch, assist, and last-touch percentages you enter for each channel:

• Last click credits 100% of revenue to a channel's last-touch share — the traditional default in most analytics tools.
• First click credits 100% of revenue to a channel's first-touch share, favoring awareness and discovery channels.
• Linear splits credit evenly across first-touch, assist, and last-touch shares for every channel.
• Position based weights first and last touch at 40% each, with the remaining 20% split across assisting touchpoints.
• Data-driven lite applies a 25/35/40 weighting across first touch, assist, and last touch as a simplified stand-in for algorithmic, path-based attribution.

Why the "winner" channel can change

A channel that drives lots of first touches (like display or social) can look weak under last-click but strong under first-click or position-based models. Comparing the same spend against multiple models is the fastest way to spot channels your reporting is currently undervaluing.

Best ROAS under Data-driven lite

Email

$40,860 in attributed revenue from $9,000 in spend.

Revenue by model

Google Ads

$50,400 attributed revenue

1.68x ROAS

+$1,800 vs last click

Meta Ads

$43,740 attributed revenue

1.99x ROAS

+$11,340 vs last click

Email

$40,860 attributed revenue

4.54x ROAS

-$18,540 vs last click

SEO

$45,000 attributed revenue

3.21x ROAS

+$5,400 vs last click

Keep each role column directionally honest. The model normalizes each column automatically, so exact totals do not need to equal 100.

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Frequently Asked Questions

Attribution modeling is the set of rules marketers use to assign credit for a conversion across the different touchpoints a customer interacted with before converting. Since most customers see multiple ads or visits before buying, the model you choose changes which channels look like your best performers — which is why the same revenue can tell very different stories depending on the model applied.

Related Metrics

ROAS Benchmarks CPA Benchmarks Conversion Rate Benchmarks CAC Benchmarks CTR Benchmarks

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