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.
Last updated: September 2026
Formula below · 1 source (Wikipedia) · Updated Sep 2026
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About this calculator
Marketing attribution assigns credit for a conversion to the various channels a customer interacted with before purchasing. This calculator shows how much revenue the last (converting) touchpoint receives under three common models. Linear attribution splits revenue equally, so every touchpoint, including the last, receives totalRevenue / channelInteractions. Time-decay attribution gives each earlier touch 80% of the credit of the touch after it, so the most recent touch gets the largest share: totalRevenue × 0.2 / (1 − 0.8^channelInteractions). Position-based (U-shaped) attribution gives the first and last touch fixed shares and splits the middle share across the touches in between, so the last touch receives totalRevenue × lastTouchWeight / (firstTouchWeight + middleTouchWeight + lastTouchWeight). The weights are normalized, so they do not have to add to exactly 100; with only two touchpoints the middle share is dropped, and with one touchpoint it receives all the revenue. The three weight fields are used only by the position-based model. 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. Linear model: $10,000 / 4 = $2,500 credited to each touchpoint, including the last. Position-based with first = 40%, middle = 20%, last = 40%: the first and last touch each receive $10,000 × 40 / 100 = $4,000 and the two middle touches share $2,000 ($1,000 each); the calculator shows the last-touch credit of $4,000. Time-decay with 4 interactions: the weights from first to last are 0.512, 0.64, 0.8 and 1, which sum to 2.952, so the last touch receives $10,000 × 1 / 2.952 = $10,000 × 0.2 / (1 − 0.8^4) ≈ $3,387.53.
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.