Free Tool

    Multi-Touch Attribution
    Model Calculator

    Add a customer journey. Watch five attribution models split the same deal value — first-touch, last-touch, linear, time-decay, and U-shaped — side by side, on the same data.

    No signup required Up to 10 touchpoints Five models, one comparison
    AttributeIQ · Attribution Model Calculator
    Free Tool

    Inputs — Customer journey + deal value

    £
    4 touches
    1d before
    2d before
    3d before
    4d before

    Results — Same journey, five models

    First-Touch Winner

    LinkedIn

    Last-Touch Winner

    Direct

    How each model splits the deal

    FIRST
    100%
    LAST
    100%
    LINEAR
    25%
    25%
    25%
    25%
    TIME-DECAY
    31%
    61%
    U-SHAPED
    40%
    40%
    LinkedIn
    Organic Search
    Google Ads
    Direct

    Journey timeline

    1
    LinkedIn
    -45d
    2
    Organic Search
    -21d
    3
    Google Ads
    -7d
    4
    Direct
    Day 0
    £10,000
    Closed

    This calculator models attribution credit distribution across a single journey. AttributeIQ runs this automatically across all your real buyer journeys, every day, connected to GA4 and HubSpot.

    Model Reference

    Five Models. Five Different Budget Stories.

    Every model is a heuristic — a rule applied consistently. The right one for your team depends on how your buyers actually make decisions, not which model is mathematically elegant.

    First-Touch

    FIRST

    100% credit to the channel that started the journey. Shows you what seeds demand.

    Best forBrand & awareness budgeting
    AvoidClosing channel reporting

    Last-Touch

    LAST

    100% credit to the final touchpoint before conversion. Easy to track, always overweights direct.

    Best forClosing channel ROI
    AvoidPrimary attribution model

    Linear

    LINEAR

    Equal credit across every touch. The fairest baseline when you have no theory about weighting.

    Best forUngated discovery journeys
    AvoidLong journeys (spreads too thin)

    Time-Decay

    TIME-DECAY

    Touches closer to conversion earn more credit via exponential decay (7-day half-life).

    Best forShort B2C or transactional cycles
    AvoidB2B multi-month cycles

    U-Shaped

    U-SHAPED

    40% first, 40% last, 20% split across middle. Recognises introduction and close matter most.

    Best forB2B with clear lead & close stages
    AvoidSingle or two-touch journeys

    When to pick which

    Brand budgetingFirst-touch
    Closing channel ROILast-touch
    No weighting theoryLinear
    Short B2C cyclesTime-decay
    B2B SaaS defaultU-shaped

    No single model is correct. Pick one, document why, stick with it.

    Deep Dive

    Your Journey, Model by Model

    FIRSTWinner: LinkedIn
    LinkedIn£10,000 (100%)
    Organic Search£0 (0%)
    Google Ads£0 (0%)
    Direct£0 (0%)
    LASTWinner: Direct
    LinkedIn£0 (0%)
    Organic Search£0 (0%)
    Google Ads£0 (0%)
    Direct£10,000 (100%)
    LINEARWinner: LinkedIn
    LinkedIn£2,500 (25%)
    Organic Search£2,500 (25%)
    Google Ads£2,500 (25%)
    Direct£2,500 (25%)
    TIME-DECAYWinner: Direct
    LinkedIn£71 (1%)
    Organic Search£764 (8%)
    Google Ads£3,055 (31%)
    Direct£6,110 (61%)
    U-SHAPEDWinner: LinkedIn
    LinkedIn£4,000 (40%)
    Organic Search£1,000 (10%)
    Google Ads£1,000 (10%)
    Direct£4,000 (40%)

    How It Works

    Four Steps From a Real Journey
    to a Model Comparison

    01

    Enter your deal value

    Set the revenue amount for the conversion you're modelling. Use a real closed-won deal from your CRM for the most actionable output.

    02

    Add your touchpoints

    List each channel the buyer touched, in order, and how many days before conversion each occurred. Pull from your CRM activity log or GA4 path report.

    03

    Watch five models disagree

    The same journey, five different credit allocations. The bigger the spread between models, the more your budget decisions depend on which one you've chosen.

    04

    Pick the model that fits

    No model is universally correct. Pick the one that matches how your buyers actually behave, document why, and apply it consistently across your reporting.

    What's Next

    You Compared Models.
    AttributeIQ Runs This On Every Journey, Every Day.

    This calculator works on one journey you enter manually. AttributeIQ connects GA4 and HubSpot at the contact level so every buyer journey is attributed automatically — against your real pipeline and closed-won data.

    Without AttributeIQ

    Manual
    ✗One journey at a time, entered manually
    ✗No connection to real deal data
    ✗No way to see patterns across 50+ deals
    ✗No budget reallocation signal

    With AttributeIQ

    Automated
    ✓Every contact journey attributed automatically
    ✓GA4 touchpoints matched to HubSpot deals
    ✓Channel influence ranked across all closed revenue
    ✓Clear reallocation signal, updated daily

    FAQ

    Attribution Model Questions, Answered

    Everything worth knowing before picking a model and acting on it.

    U-shaped (position-based) is the most common default for B2B SaaS. It gives 40% credit to first touch (what started the conversation) and 40% to last touch (what closed it), with the remaining 20% distributed across middle touches. For cycles over 90 days, a time-decay model with a longer half-life (30–60 days instead of 7) is worth testing.

    Because they each make a different assumption about which touchpoint 'caused' the conversion — and there's no factually correct answer. The bigger the spread between your first-touch and last-touch results, the more your budget decisions depend on the model you've chosen. That's the attribution problem in a single number.

    Direct traffic — someone typing your URL directly or clicking a bookmark — almost always appears last in the journey. Last-touch attribution credits 100% of the deal to that final visit, ignoring every channel that built awareness and intent before it. This is why last-touch systematically overfunds brand and retargeting while underfunding the organic content that started the conversation.

    This calculator applies attribution models to a manually entered journey so you can understand the math. AttributeIQ does this automatically and continuously — connecting GA4 and HubSpot at the contact level so every real buyer journey is attributed across all five models against your actual closed-won and open pipeline data. No spreadsheets, no manual entry.

    No — switching breaks comparability. Pick one model as your primary (U-shaped for most B2B teams), document why, and stick with it. Run the others quarterly as sanity checks. If first-touch and last-touch start agreeing on the same channel, that's your clearest signal about what's actually working.

    Model three of your recent closed-won deals. Enter each journey and compare which channels consistently appear as first-touch or U-shaped winners across all three. If organic content appears first in every journey but gets zero last-touch credit, you're almost certainly underfunding it. That's the reallocation signal.

    Run This on Every Deal.
    Not Just the Ones You Enter Manually.

    AttributeIQ connects GA4 and HubSpot at the contact level. Every touchpoint, every journey, every closed deal — attributed automatically against your real pipeline data. No data engineers. Setup in an afternoon.

    Try 14 days for Free »
    Connects to GA4 + HubSpot No data engineering required 14-day free trial