Marketing Attribution Calculator
Add your marketing channels, input touchpoint data, and compare how four different attribution models distribute credit. Find which channels truly drive your conversions.
Your Channels
Attribution Model Comparison
See how each model distributes credit differently across your channels.
| Channel | Last Touch | First Touch | Linear | Time Decay |
|---|---|---|---|---|
| Google Ads | 13.6% | 15.3% | 16.9% | 7.7% |
| Meta Ads | 9.2% | 11.7% | 10.8% | 7.1% |
| Email Marketing | 25.2% | 18.7% | 27.1% | 25.2% |
| SEO / Organic | 52.1% | 54.3% | 45.1% | 60.0% |
Credit Distribution Chart
Visual comparison of how attribution credit is split across channels under each model.
ROI by Channel and Model
Estimated return on investment for each channel under each attribution model.
| Channel | Spend | Last Touch ROI | First Touch ROI | Linear ROI | Time Decay ROI |
|---|---|---|---|---|---|
| Google Ads | $5,000 | 300.6% | 350.9% | 400.0% | 128.0% |
| Meta Ads | $3,500 | 323.1% | 441.1% | 400.0% | 225.7% |
| Email Marketing | $800 | 364.7% | 245.7% | 400.0% | 365.3% |
| SEO / Organic | $2,000 | 476.9% | 501.2% | 400.0% | 564.7% |
Best Channel by Model
Last Touch
SEO / Organic
52.1% of total credit
First Touch
SEO / Organic
54.3% of total credit
Linear
SEO / Organic
45.1% of total credit
Time Decay
SEO / Organic
60.0% of total credit
What-If Scenario
Project how attribution changes if you increase spend on a specific channel.
Understanding Attribution Models
Last Touch Attribution
Gives 100% of the credit to the last marketing touchpoint before a conversion. This model is simple and works well for short sales cycles where the final interaction is the most influential. It tends to overvalue bottom-of-funnel channels like paid search and retargeting.
Best for: E-commerce, short purchase decisions, campaigns focused on direct response.
First Touch Attribution
Gives 100% of the credit to the first marketing touchpoint that introduced the customer. This model helps you understand which channels are best at generating awareness and bringing new prospects into the funnel. It undervalues channels that nurture and close.
Best for: Brand awareness campaigns, top-of-funnel optimization, understanding acquisition sources.
Linear Attribution
Distributes credit equally across all touchpoints in the conversion path. This provides a balanced view but does not account for the varying impact of different interactions. It is a good starting point when you lack data on which touchpoints matter most.
Best for: Long sales cycles, B2B marketing, when all touchpoints contribute meaningfully.
Time Decay Attribution
Gives more credit to touchpoints closer to the conversion, with earlier interactions receiving exponentially less credit. This reflects the reality that recent interactions often have more influence on the purchase decision while still acknowledging the role of earlier touchpoints.
Best for: Consideration-heavy purchases, SaaS free trials, multi-week sales cycles.
Which Model Should You Use?
There is no single correct attribution model. The best approach is to compare multiple models side by side (as this tool does) and look for patterns:
- 1.If a channel scores high across all models, it is genuinely valuable.
- 2.If a channel only scores high in First Touch, it is an awareness driver.
- 3.If a channel only scores high in Last Touch, it is a closer but may need upstream support.
- 4.Use the What-If scenario tool to test how budget changes affect attribution before committing real dollars.
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Our team can help you implement the right attribution model for your business, connect your data sources, and build dashboards that drive real decisions.
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