🔥 Tier 1 - Must KnowID: linearAttribution
Linear Attribution
Equal credit split across all touchpoints
In Simple Words (Zero Jargon):
Equal credit split across all touchpoints
Why It Is Critical
Linear attribution distributes conversion credit equally across every touchpoint in the customer path (e.g. 5 touchpoints = 20% credit each). It avoids single-touch extremes, but assumes all touchpoints had equal influence - an awareness banner impression is weighted identically to a high-intent search click.
Calculation Example & Benchmark Matrix
| Linear Attribution | Guidance |
|---|---|
| Advantage | Acknowledges multi-touch reality - no single touchpoint monopolizes credit |
| Limitation | Equal weighting ignores that different touchpoints have vastly different levels of influence |
| Best Use Case | A practical starting point for multi-channel attribution when data-driven models are not feasible |
| Typical Finding | Google and Meta both see more credit than in last-click; direct and branded search see less |
What You Get: A fairer distribution of credit across the funnel than single-touch models - a practical baseline for multi-channel analysis.