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Practitioner tool

Attribution Model Explorer

Explore all 11 CJA attribution models on one customer journey — see how each redistributes conversion credit across touch points, and when to use each.

Interactive demo — $50 conversion

30-day lookback
Paid SearchSep 15
SocialSep 18
EmailSep 24
DisplaySep 24
Purchase$50

Scope

Attribution model

100% to the most recent touch point before the purchase.

Assigned credit = $50 of $50

Paid Search$0 · 0%
Social$0 · 0%
Email$0 · 0%
Display$50 · 100%

With Person scope and a 30-day lookback, all four touch points are eligible.

Attribution overview

Last Touch

Rules-based

How it works

The last dimension value a visitor interacted with before converting receives 100% of the credit. All earlier touch points in the lookback window receive nothing.

When to use

This is the default CJA model and mirrors Adobe Analytics behaviour. It is appropriate when the final interaction is the most meaningful signal — for example, an internal site search that leads directly to checkout, or a retargeting ad that closes the sale.

Best for

Closing-stage analysis, internal search, checkout promotions, retargeting campaigns.

vs. Adobe Analytics

This is what AA assigns by default. If you are migrating from AA and want continuity, start here.

11 attribution models · Customer Journey Analytics
Illustrative journey — figures for demonstration