Reports

What is Attribution modeling in the Attribution report?

Last updated: December 13, 2016

An Attribution model is the set of rules for assigning credit to the touchpoints in a Contact's conversion path. In an Attribution Report, every Contact has a number of points to distribute among the touchpoints before a conversion event. The credit given to each touchpoint depends upon the Attribution model used in the report. For example, in a First Touch report, 100% of the credit (points) is given to the first touchpoint (page viewed) in the Contact's conversion path.

Attribution Models in HubSpot

All Interactions
All touchpoints in the conversion path share equal credit.

First Touch
The first touchpoint of the first visit in conversion path receives 100% of the credit.

Last Touch
The first touchpoint of the most recent visit in the conversion path receives 100% of the credit.

Last Interaction
The touchpoint that the conversion occurred on receives 100% of the credit.

First and Last Interaction
The first and last touchpoints of the conversion path share 50% of the credit.

Simple decay
The six most recent touchpoints of the conversion path receive a weighted percent of the credit. The most recent touchpoint before conversion receives 50% of the credit, the second most recent receives 25% of the credit, and subsequent touchpoints receive 12.5%, 6.25%, 3.125%, and 1.563% of the credit.

Learn more about Attribution Reports in HubSpot.