Distribute conversion credit equally across all touchpoints with the linear attribution model. Enter value and touchpoints to see per-touch credit.
Linear attribution distributes conversion credit equally across every touchpoint in the customer journey. If a customer interacts with five marketing channels before converting, each channel receives exactly 20% of the conversion value. This model treats every interaction as equally important to the final outcome.
The simplicity of linear attribution makes it an appealing starting point for organizations moving beyond single-touch models. It ensures no channel is completely ignored and provides a baseline for understanding multi-touch performance without requiring assumptions about which journey positions matter most.
This calculator takes a conversion value and number of touchpoints, producing the credit each touchpoint would receive. Use it to quickly see how equal distribution affects channel valuations and compare with other attribution models.
Tracking this metric consistently enables marketing teams to identify campaign performance trends and reallocate budgets to the highest-performing channels before opportunities are lost. This measurement provides a critical foundation for marketing budget allocation, helping teams invest where they will achieve the greatest impact on brand awareness and revenue growth.
Linear attribution is the fairest and simplest multi-touch model. It gives every channel proportional credit, making it ideal when you have no strong hypothesis about which touchpoints matter most. It's also easy to explain to stakeholders and implement in analytics platforms. This quantitative approach replaces gut-feel decisions with data-backed insights, enabling marketers to optimize budgets and maximize return on every dollar invested in campaigns.
Credit per Touchpoint = Conversion Value / Number of Touchpoints Channel Revenue = Credit per Touch × Number of Conversions with that Channel in Path
Result: $50.00 per touchpoint
With a $300 conversion and 6 touchpoints, each touchpoint receives $300 / 6 = $50.00 in credit. Every channel in the path gets equal recognition regardless of its position or timing.
Linear attribution is the most straightforward multi-touch model. It simply divides the conversion value by the number of touchpoints in the journey. A five-touch journey assigns 20% each; a ten-touch journey assigns 10% each. The math is simple, transparent, and easy to audit.
The biggest advantage is fairness — no channel is completely ignored. This encourages a balanced marketing mix where awareness, consideration, and conversion channels all receive recognition. It's also the easiest multi-touch model to explain to executives and stakeholders.
Consider upgrading to position-based or time-decay attribution when you have evidence that certain journey positions matter more. If your data shows that first and last touches drive disproportionate impact, position-based is better. If recency consistently predicts conversion, time-decay is more appropriate.
Linear attribution is a multi-touch model that distributes conversion credit equally across all touchpoints in the customer journey. Each interaction receives the same share of the conversion value, regardless of its position or timing.
Linear attribution is more accurate than single-touch models since it credits all channels. However, it assumes equal contribution from every touchpoint, which is rarely true in practice. Some touches are more influential than others.
Use linear attribution when you have no strong hypothesis about which journey positions matter most, when you want a simple and fair baseline, or when your customer journeys are relatively short and each touchpoint likely does contribute similarly. Comparing your results against established benchmarks provides valuable context for evaluating whether your figures fall within the expected range.
Linear gives equal credit to every touchpoint. Position-based gives 40% to first, 40% to last, and splits 20% among middle touches. If first/last interactions are more impactful in your business, position-based is more appropriate.
Google Analytics 4 offers data-driven attribution as the default but also supports last-click. For linear attribution analysis, you can use the model comparison tool in GA4 or export path data and calculate linear credit in a spreadsheet.
The main limitation is the equal-weight assumption. A display impression that barely registered with a user gets the same credit as a detailed product demo that convinced them to buy. This can lead to misallocation of budget to less impactful channels.