⚡ Tier 2 - ImportantID: positionBasedAttribution
Position-Based Attribution (U-Shaped)
40% first touch, 40% last touch, 20% split across middle
In Simple Words (Zero Jargon):
40% first touch, 40% last touch, 20% split across middle
Why It Is Critical
Position-based attribution explicitly values both acquisition (40% first touch) and conversion closing (40% last touch) while allocating 20% to middle nurture interactions. It is a pragmatic middle ground when data volume is insufficient for machine learning DDA.
Calculation Example & Benchmark Matrix
| Position-Based Dimension | Guidance |
|---|---|
| Advantage | Balances discovery awareness and conversion closing - neither extreme is ignored |
| Limitation | The 40/20/40 split is an arbitrary heuristic rather than true causal lift data |
| Best Use | When DDA is unavailable and you want to credit both top-of-funnel and bottom-of-funnel channels |
| vs Linear | More directional than linear by explicitly prioritizing discovery and closing touchpoints |
What You Get: A practical rule-based model that acknowledges both discovery and conversion stages - a reasonable choice when conversion volume is below DDA thresholds.