Picking the right attribution model for your store
First-touch, last-touch, linear — each one tells a different story about the same data. Here's how to pick.
Every attribution model is a lens. Same journey, same conversion — three different stories about who deserves credit.
Most stores never change the default model. The ones that do — and switch deliberately based on the question they're answering — make better budget decisions. Here's how to think about it.
The three models in plain English
First-touch
The visitor's first session gets 100% of the credit.
First-touch answers: "What's bringing new people to my brand?"
If a visitor first found you through a Google search three weeks ago, came back twice from email, and finally bought after seeing a Meta retargeting ad — first-touch credits Google.
This is the brand-builder's model. It rewards top-of-funnel work — content, SEO, awareness ads — that other models will under-credit.
Last-touch
The visitor's most recent session before purchase gets 100% of the credit.
Last-touch answers: "What's closing the sale?"
Same journey: Google → email → email → Meta ad → purchase. Last-touch credits Meta.
This is the closer's model. It rewards retargeting, abandoned-cart emails, paid ads at the bottom of the funnel. It's what most ad platforms use internally, which is why your Meta dashboard often looks rosier than reality.
Linear
Every session in the journey gets an equal share of the credit.
Linear answers: "Across the whole journey, where did the work happen?"
Same journey, four sessions, one purchase. Linear credits Google 25%, email 25%, email 25%, Meta 25%.
This is the diplomat's model. It avoids over-rewarding any single touch and gives you a more balanced view — useful when you have a real multi-channel mix.
Match the model to the question
Don't pick a model and call it your "truth." Pick the model that answers the question you're asking today.
| You're asking… | Use this model |
|---|---|
| Should I increase my Google Ads budget for awareness? | First-touch |
| Is my retargeting campaign earning its budget? | Last-touch |
| Which channels in my mix are pulling weight? | Linear |
| Is this email sequence actually driving revenue? | Last-touch |
| Is this content piece bringing in new buyers? | First-touch |
| How does my full marketing mix compare? | Linear |
Switch the model in Pulse with one click. The same journeys re-attribute instantly — no recalculation lag.
When to switch
Three patterns tell you it's time to look at a journey through a different lens:
- A channel looks dominant in last-touch but weak in first-touch. That channel is closing sales but not bringing new people. Useful — keep retargeting funded, but don't credit it for growth.
- A channel looks strong in first-touch but invisible in last-touch. That channel is bringing new people but not closing them. Probably needs a stronger handoff to retargeting/email.
- Linear flattens everything. When linear shows your channels at near-equal share, it usually means your journeys are short (mostly 1–2 touches). First/last-touch are more useful in this case.
A quick decision rule
If you're spending money on a channel and trying to decide whether to spend more, less, or differently — ask yourself what role you want that channel to play, then pick the model that measures that role.
- Acquisition channel? → first-touch
- Conversion channel? → last-touch
- Mixed-role / brand channel? → linear
Don't pick once and forget
The single biggest mistake is picking a model in week one and never looking at the others again. The model that answers "where do I cut budget?" is rarely the same model that answers "where do I invest more?"
Pulse keeps all three models live at once. Switch between them as the question changes — usually that's the entire workflow.