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Multi-Touch Attribution Calculator
Split one conversion across touchpoints under five models at once.
Touchpoints, in the order they happened
First touch gives all credit to the first interaction, last touch to the final one, and linear splits it evenly.
Time decay weights recent touches more heavily, and U-shaped gives 40% each to the first and last touch with the rest shared between the middle.
Touchpoints
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Quick Tool Overview
The Multi-Touch Attribution Calculator distributes one conversion’s value across up to six touchpoints under five models at once — first touch, last touch, linear, time decay and U-shaped.
- What it does
- Splits a conversion across touchpoints under five models
- You give it
- Touchpoints in order, days before conversion, and the conversion value
- You get back
- Each touchpoint’s share and value under all five models
- Best for
- Seeing how much your conclusions depend on the model
About the Multi-Touch Attribution Calculator
A single customer journey might touch an ad, a blog post, an email and a retargeting ad before converting. How much of that sale each one earned depends entirely on the model you apply, and the spread between models is usually much wider than people expect.
List the touchpoints in the order they happened, add how many days before the conversion each occurred, and this calculator distributes one conversion’s value across all of them under five models at once: first touch, last touch, linear, time decay with a configurable half-life, and U-shaped position-based.
Seeing the same journey valued five ways side by side makes the trade-off concrete — which channel a model rewards, which one it quietly writes off, and how much budget would move if you switched.
Key features of the Multi-Touch Attribution Calculator
Five models at once
The full comparison on one screen, not one model at a time.
Configurable half-life
Control how quickly time decay discounts older touches.
Shares always total 100%
Every model is normalised, so the columns can be compared directly.
Runs in your browser
No sign-up, no data sent anywhere.
How to use the Multi-Touch Attribution Calculator
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1
List the touchpoints in order
First interaction at the top, the converting one at the bottom.
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2
Add days before conversion
Used by the time decay model — recent touches earn more credit.
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3
Set the conversion value and half-life
The half-life controls how quickly older touches lose credit.
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4
Compare all five models
Every touchpoint’s share and value is shown under each model.
Frequently asked questions
Each touchpoint gets a weight of 2 raised to the power of minus its age divided by the half-life, then the weights are normalised to total 100%. With a 7-day half-life, a touch 7 days before the conversion earns half the credit of one on the day itself.
Also called position-based. It gives 40% of the credit to the first touch, 40% to the last, and splits the remaining 20% equally among everything in between — on the theory that opening and closing a journey are the hardest parts.
None of them is measured truth; they are all rules of thumb applied after the fact. Time decay and U-shaped are usually more realistic than single-touch models for longer journeys, but the honest use of this tool is to see how much your conclusions depend on the rule you picked.
That is fine — enter the same number of days for both. Time decay will weight them identically, and the position-based model still treats the first and last rows as the endpoints.
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