Live demo · synthetic paths
Attribution Model Explorer
Ten identical customer journeys, five attribution models. Switch models and watch credit — and by extension, budget — silently move between channels. This is the conversation I have with every CMO before touching their media mix.
Channel credit (conversions)
The journeys being credited
How it works
Same data. Different story.
Each journey is an ordered sequence of touchpoints ending in conversions. The explorer recomputes per-channel credit live: last-click and first-click give 100% to one touch; linear splits evenly; position-based gives 40/40 to the first and last touch and 20% to the middle; time-decay weights each touch by 2−(distance from conversion)/half-life.
In production work I've run these comparisons on GA4 BigQuery exports and MMP (Adjust) data — usually to show a client that the channel they're about to cut is actually opening most of their journeys. Model choice isn't a technicality; it's a budget decision.