This document explains the attribution models available in Convbox.

Last Click Attribution

Last Click attribution is the most widely used model and the default setting in most marketing platforms and attribution tools. It is a single-touch attribution model that gives 100% of the conversion credit to the final touchpoint before conversion, ignoring all previous interactions.

The main advantage is its simplicity and clear focus on the touchpoint that directly led to the conversion. However, it tends to undervalue upper-funnel channels such as awareness campaigns and prospecting efforts.

When to Use

This model is best suited for conversion-focused optimization, such as ecommerce performance campaigns, retargeting campaigns, or situations where most marketing spend is concentrated at the bottom of the funnel.

First Click Attribution

First Click is another single-touch attribution model. It assigns 100% of the conversion credit to the first ad or channel that introduced the customer to your brand.

The main advantage is that it highlights the value of acquisition channels. However, it ignores all later interactions that may have contributed to the conversion, which can lead to overestimating the impact of upper-funnel traffic.

When to Use

This model is useful when your primary goal is customer acquisition and audience growth, such as evaluating new customer campaigns, launching a new brand, or assessing the quality of traffic sources.

Linear Attribution

Linear attribution distributes conversion credit evenly across all touchpoints in the customer journey. Each touchpoint receives the same share of the conversion value.

The main advantage is that it provides a balanced view of the entire customer journey. However, it does not distinguish between touchpoints that may have had stronger or weaker influence on the conversion.

When to Use

This model is useful when you want to evaluate the overall contribution of multiple marketing channels and gain a broader understanding of the customer journey.

Position Based Attribution

Also known as U-Shaped Attribution, this model assigns most of the conversion credit to the first and last touchpoints (for example, 40% each), while the remaining credit is distributed evenly across the touchpoints in between.

The main advantage is that it recognizes both customer acquisition and conversion-driving activities. However, middle touchpoints receive relatively little credit, and the weighting is based on predefined assumptions.

When to Use

This model works well for businesses that want to balance both acquisition and conversion goals, such as full-funnel marketing strategies that combine brand awareness and performance marketing.

Convbox Attribution

The Convbox attribution model assigns full conversion credit to every touchpoint in the customer journey. Any ad or channel that interacted with the customer before conversion receives 100% credit for that conversion. As a result, a single conversion may be attributed to multiple touchpoints simultaneously.

Because of this methodology, the results are often closer to the click-based attribution numbers reported by advertising platforms.

The main advantage is that it captures the participation of every marketing touchpoint and ensures that no channel is excluded because of attribution rules. However, because multiple touchpoints receive credit for the same conversion, attributed conversions and revenue should not be summed directly.

When to Use

This model is useful for analyzing the complete customer journey and understanding how deeply different channels are involved throughout the conversion path. It is also the recommended model when comparing Convbox attribution results with platforms reported results, such as Google Ads, Meta Ads.

Updated on: 04/06/2026