Interactive Labs
Open-source tools and frameworks for attribution modeling, data infrastructure, and operational automation
Attribution Models: Understanding Multi-Touch Impact
Last-click attribution (what Google Analytics shows you) gives 100% credit to the final touchpoint. Compare it to multi-touch attribution to see the full customer journey.
Last-Click Attribution
Credits only the final touchpoint before conversion. This creates incomplete visibility into channel performance.
Key Difference
Last-click attribution shows Email drove $230,000 in revenue.
Multi-touch attribution reveals Email contributed $230,000 across the full customer journey.
Budget allocation decisions depend on which model you use. Multi-touch attribution provides visibility into how channels work together throughout the conversion path.
Real Customer Journeys (Sample of 10)
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