Marketing Attribution Models Explained

Understand first-touch, last-touch, linear, U-shaped, and other attribution concepts.

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An attribution model is a rule for distributing conversion credit. Common approaches include first-click, last-click, linear multi-touch and position-based models. HYROS also documents a U-shaped option that gives more weight to the first and last touchpoints while sharing some credit with interactions in between.

Choose the model from the decision

If you are studying discovery, first-touch can be useful. If you are studying closers, last-touch may be more intuitive. If your journey is long and multiple touches matter, a multi-touch view can reveal supporting interactions—but it also introduces assumptions.

Do not shop for the prettiest ROAS

Changing models can change reported channel performance without changing the underlying customer behavior. Document the model and window before comparing reports.

Product-specific statements are based on HYROS's public product, integration and update materials reviewed September 15, 2026. Features, pricing and terms can change; verify them with the vendor.