Model<\/strong><\/td>How it works<\/strong><\/td>Best for<\/strong><\/td>Watch out for<\/strong><\/td><\/tr>| First Click<\/td> | 100% credit to the first touchpoint<\/td> | Top-of-funnel channels, brand awareness analysis<\/td> | Ignores everything that happens after<\/td><\/tr> | | Last Click<\/td> | 100% credit to the final touchpoint<\/td> | Direct response, short sales cycles<\/td> | Inflates brand search, email, retargeting<\/td><\/tr> | | Last Non-Direct Click<\/td> | Skips direct traffic, credits the last marketing touch<\/td> | Default for many GA4 setups<\/td> | Still single-touch, still incomplete<\/td><\/tr> | | Linear<\/td> | Equal credit to all touchpoints<\/td> | Long, complex journeys where every step matters<\/td> | Treats a banner impression like a sales call<\/td><\/tr> | | Time Decay<\/td> | More credit to touchpoints closer to conversion<\/td> | Sales cycles where recency matters<\/td> | Still under-credits awareness channels<\/td><\/tr> | | Position-Based (U-shaped)<\/td> | 40% to first, 40% to last, 20% spread between<\/td> | Balancing acquisition and closing<\/td> | Assumes middle touches matter equally<\/td><\/tr> | | W-Shaped<\/td> | Credit to first touch, lead creation, and final touch<\/td> | B2B with clear funnel stages<\/td> | Needs clean lifecycle data<\/td><\/tr> | | Data-Driven (DDA)<\/td> | Algorithm assigns credit based on actual behavior<\/td> | Mature teams with enough conversion volume<\/td> | Black box; hard to explain to leadership<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n [Insert Image: A visual comparison of how 100% credit gets sliced under each model.]<\/p>\n\n\n\n | | | | |