Attribution Models: First Click, Last Click & Multi-Touch
Attribution models are lenses for distributing conversion credit. The best model depends on the decision you need to make and the journey data you can actually observe.
First-click attribution
First-click credits the first recorded marketing interaction. It is useful for analyzing discovery, but it ignores later touches that may have closed the sale.
Last-click attribution
Last-click credits the final recorded touchpoint. It is simple and often operationally useful, but it can undervalue earlier demand creation.
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Linear attribution
Linear models divide credit evenly across observed touches. They recognize assists but assume every touch contributes equally.
Position-based and time-decay
Position-based models emphasize selected positions such as first and last touch. Time-decay gives more weight to interactions nearer the conversion.
How ClickMagick fits
ClickMagick's current API documentation exposes first-click, last-click, linear, position-based and time-decay attribution options, making model comparison part of its tracking workflow.
Keep exploring
Product facts on this page were checked against official materials on August 30, 2026.