Position Based Attribution Models

Mikkel Settnes Updated by Mikkel Settnes

Position based attribution models are a set of rules that determines how value is assigned to your customer's different touches.

Each touch is assigned a certain amount of credit (%), usually depending on when it occurred in the journey.

Dreamdata has five (5) default position based attribution models, they are as follow:

If you're on Dreamdata's Business plan you can create custom attribution models.

Linear

Every touch is assigned an equal amount of credit.

Last Touch

100% of the credit is assigned to the last known touches.

First Touch

100% of the credit is assigned to the first known touches.

W- Shaped

30% of the credit is given to both the first and last known touch. Then, 30% is also given to the touches containing conversions. The remaining 10% is divided up between the remaining known touches.

U-Shaped

40% of the credit is given to both the first and last known touch. The remaining 20% is divided up between the remaining known touches.

To toggle between the different attribution models, click the Attribution filter located at the top of the page.

Toggling between the different attribution models will change how the value is attributed across your different channels and sources.

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