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Marketing Attribution Calculator

Compare first touch, last touch and linear across four channels.

Marketing Tools Reviews Free · no sign-up

Enter how many conversions each channel is credited with as the first touch and as the last touch. The linear model splits the difference between the two.

Total conversions

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Most undervalued by last-touch—

Quick Tool Overview

The Marketing Attribution Calculator runs the same conversion data through first touch, last touch and linear models across up to four channels, so you can see how much the model choice changes.

What it does
Compares three attribution models across four channels
You give it
First and last touch conversions per channel, and optional spend
You get back
Credit and share under each model, plus cost per conversion
Best for
Settling arguments about which channel deserves the budget
Marketing Tools Free, unlimited use No sign-up Runs in your browser

About the Marketing Attribution Calculator

Attribution arguments are usually really arguments about the model. Last-touch attribution flatters the channel that closed the sale and starves the ones that created demand; first-touch does the reverse. Running the same data through several models is the quickest way to see how much the choice is distorting the picture.

Enter the first-touch and last-touch conversion counts for up to four channels, along with what each channel cost, and this calculator shows all three models at once: first touch, last touch, and a linear split that credits both ends equally.

Because spend is in there too, it also shows cost per conversion under each model — which is where a channel that looked expensive on last touch often turns out to be the cheapest source of demand you have.

Key features of the Marketing Attribution Calculator

Three models side by side

First touch, last touch and linear on one screen.

Cost per conversion

Add spend and see what each channel really costs under each model.

Mismatch warning

Flags it when your first and last touch totals do not agree.

Runs in your browser

No sign-up, no data sent anywhere.

How to use the Marketing Attribution Calculator

  1. 1

    Name your channels

    Up to four — paid search, social, email, organic, or whatever you run.

  2. 2

    Enter first and last touch conversions

    How many conversions each channel started, and how many it closed.

  3. 3

    Add channel spend

    Optional, but it turns credit into cost per conversion.

  4. 4

    Compare the models

    Each channel’s share is shown under all three models at once.

Frequently asked questions

Linear credit = (First-touch conversions + Last-touch conversions) ÷ 2, which splits the credit equally between the channel that opened the journey and the one that closed it.

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