Marketing Attribution Calculator
Allocate campaign revenue across touchpoints using linear, time-decay, or position-based attribution models. Use it when comparing channel ROI or optimizing multi-touch marketing spend.
About this calculator
Marketing attribution assigns credit for a conversion to the various channels a customer interacted with before purchasing. Three common models are supported. Linear attribution splits revenue equally: each channel receives totalRevenue / channelInteractions. Time-decay attribution weights recent touches more heavily: channel credit = totalRevenue × (lastTouchWeight / 100) × 0.8^(channelInteractions − 1), so earlier touches decay exponentially. Position-based (U-shaped) attribution splits credit between first and last touch, with a defined middle-touch share: credit = totalRevenue × ((firstTouchWeight + lastTouchWeight) / 200) + totalRevenue × (middleTouchWeight / 100). Choosing the right model depends on your sales cycle length and how much influence early awareness versus final conversion actions have on your business.
How to use
Suppose a campaign generated $10,000 in revenue across 4 touchpoints. Using the linear model: $10,000 / 4 = $2,500 credited to each channel. Switching to position-based with firstTouchWeight = 40%, lastTouchWeight = 40%, and middleTouchWeight = 20%: first and last touch each receive $10,000 × (40/100) = $4,000, and the middle touches share $10,000 × (20/100) = $2,000. For time-decay with lastTouchWeight = 50% and 4 interactions: the most recent channel gets $10,000 × 0.50 × 0.8^(4−1) = $10,000 × 0.50 × 0.512 = $2,560.
Frequently asked questions
What is the difference between linear and time-decay marketing attribution models?
Linear attribution divides revenue equally among all touchpoints, treating every interaction as equally valuable. Time-decay attribution gives progressively more credit to channels closer to the conversion event, reflecting the idea that recent interactions had greater influence on the purchase decision. Time-decay is better suited to short sales cycles where the final push matters most, while linear works well when every awareness and nurture step is considered equally important.
How do I choose the right attribution model for my marketing campaigns?
Consider your typical customer journey length and complexity. Short, impulse-driven purchase paths often suit last-touch or time-decay models. Long B2B sales cycles with multiple research stages benefit from linear or position-based models that also credit early awareness touchpoints. You can also run multiple models side by side in this calculator and compare the resulting channel revenue to see which aligns best with your observed conversion data.
Why does position-based attribution use both first-touch and last-touch weights?
Position-based (U-shaped) attribution acknowledges that two moments are especially critical: the first interaction that created awareness and the final interaction that drove the conversion. By assigning higher percentage weights to both ends of the journey, this model rewards channels responsible for discovery and closing while still distributing some credit to middle nurture touchpoints. Marketers often set first and last touch to 40% each and distribute the remaining 20% across middle interactions.