The linear attribution model distributes conversion credit equally across all touchpoints in a customer’s journey. For example, if a customer interacts with four marketing channels a social media ad, a display banner, an email campaign, and a paid search advertisement before making a purchase, each channel receives 25% of the credit for the conversion. This straightforward approach provides a simple view of how different marketing efforts contribute to conversions.
Its simplicity offers a readily understandable starting point for analyzing marketing effectiveness. While more complex models exist, linear attribution provides a baseline understanding and can be valuable for businesses new to attribution modeling. Historically, it served as an accessible entry point before the advent of more sophisticated data analysis techniques and readily available computing power. This foundational approach allows marketers to gain insights into channel performance without requiring complex calculations or extensive data manipulation.