Marketing Attribution Models
One lead touches many channels before it converts. Attribution models decide how the credit is split — first-touch, last-touch, linear, time-decay, position-based or data-driven — so you fund what truly drives revenue, not just the last click.
Overview
A buyer might click an ad, read a blog, open an email and take a call before they buy. Give all the credit to the last click and you defund everything that created the demand.
Attribution models split revenue across the whole journey by a rule you choose. Compare models side by side, see how each channel’s contribution changes, and pick the view that matches how you actually sell — then feed it into the Marketing ROI report.
Explore Customer Relationship Management →- ✓ First-touch & last-touch models
- ✓ Linear, time-decay & position-based
- ✓ Data-driven attribution
- ✓ Multi-touch across the full journey
- ✓ Compare models side by side
- ✓ Feeds the Marketing ROI report
Everything Attribution Models gives you
First & last touch
Credit the channel that started the journey, or the one that closed it — the classic single-touch views.
Linear
Split credit evenly across every touch, so no interaction is ignored.
Time-decay
Weight recent touches more heavily, rewarding what moved the deal near the close.
Position-based
Give more credit to the first and last touch and share the rest — the U-shaped model.
Data-driven
Let the model learn from your own conversions which touches actually influence outcomes.
Compare side by side
See the same revenue through every model at once, so the choice is informed, not arbitrary.
Six ways to assign credit
| Model | Credits | Best when |
|---|---|---|
| First-touch | The channel that created the lead | You are measuring demand generation |
| Last-touch | The channel that closed it | You are measuring closing efficiency |
| Linear | Every touch equally | Long journeys where each step matters |
| Time-decay | Recent touches more | Short cycles near the decision |
| Position-based | First and last most, rest shared | You value both creating and closing |
| Data-driven | Learned from your conversions | You have the volume to model it |
Live in four steps
Connect the journey
Every touch on the path to conversion is recorded.
Pick a model
Choose the rule that matches how you sell.
Compare & choose
See channel credit shift model by model.
Fund what works
Move budget to what truly drives revenue.
How the agent works with Attribution Models
The Flow-Cognition Agent runs a real loop on your data — grounded in your records, governed and logged.
Sense
Reads every touch on the path to each conversion.
Decide
Applies the chosen model and weighs each touch’s contribution.
Act
Attributes revenue and updates the reports — governed and logged.
Five-tier model routing · field-level permissions · full audit trail. See the AI layer →
Where teams put it to work
Demand-gen measurement
First-touch shows which channels create pipeline, not just close it.
Full-funnel B2B
Multi-touch models credit the long chain of touches in complex deals.
Board reporting
A single, agreed model gives leadership a consistent revenue story.
Questions, answered
A rule for splitting the credit for a conversion across the touches that led to it — from single-touch to multi-touch.
It depends on your cycle: first-touch for demand gen, last-touch for closing, multi-touch or data-driven for the full picture.
Assigning partial credit to several touches — linear, time-decay or position-based — rather than to just one.
A model that learns from your own conversion data which touches actually influence outcomes, instead of a fixed rule.
The credited revenue flows into the Marketing ROI report, so ROAS reflects the model you chose.
The payoff
Credit the whole journey
Stop over-funding the last click while starving the touches that created the demand.
Pick a model that fits
Match the rule to how you actually sell, from single-touch to data-driven.
One agreed number
Leadership reads one consistent revenue story instead of duelling reports.
Spend with confidence
Move budget to the channels the model shows truly influence revenue.
See where your revenue really comes from
Start free, or get a guided walkthrough — compare attribution models on the one platform that runs your whole CRM.