Marketing Attribution Multi-Touch ROI Calculator
Multi-touch attribution distributes credit for a closed-won deal across all marketing touchpoints. Single-touch (first or last) over-credits one channel and undervalues nurture. Multi-touch models (linear, W-shape, U-shape, time-decay) give more honest channel ROI. Choice of model can shift channel budget by 30-50%.
Why Attribution Model Matters
Paid search may generate 45% of first-touches but only 15% of last-touches. First-touch attribution makes paid search look like the hero. Last-touch shows it has weak closing power. Both are biased. Multi-touch models like W-shape (30%/40%/30%) distribute credit more fairly across the buyer journey. Channel budgets shift dramatically based on chosen model — pick deliberately.
Common Models Explained
First-touch: 100% to first interaction (top-funnel bias). Last-touch: 100% to last interaction (bottom-funnel bias). Linear: equal across all touches. W-shape: 30% first, 40% middle touches, 30% last. U-shape: 40% first + 40% last + 20% middle. Time-decay: weighted more heavily toward recent touches. Position-based: matches your highest-impact touches.
Choosing the Right Model
B2B with long cycles (90+ days, 5+ touches): W-shape or time-decay. SMB SaaS with short cycles (under 30 days): U-shape or first-touch. Brand marketing (TV, OOH): first-touch only — measures awareness. Performance marketing (paid search, retargeting): last-touch — measures conversion lift. Sophisticated teams use multiple models in parallel for different decisions.
Source: HubSpot State of Marketing 2025, Forrester B2B Attribution Maturity Model 2024. Last updated: May 2026.