Another important aspect to consider is choosing the right attribution model . These are the attribution marketing models currently available on Hubspot: First Interaction – 100% of contact credits are attributed to the contact's first interaction in the conversion path. _it is Last Interaction – 100% of contact credits are attributed to the contact's last interaction in the conversion path. _it is Linear model – This model attributes contact credits equally to each interaction in the conversion path. it is U-shaped – This model attributes 40% of contact credits to first interaction and lead conversion interactions. The remaining 20% is distributed equally among the rest of the interactions.
It is W -shaped : 30% of contact credits are attributed to the first interaction, 30% to the interaction that created the contact, and 30% to the Decision Maker Email List last interaction that created the deal. The remaining 10% is attributed to all interactions between the first and the last. _it is Deprecation over time model – More credits are given for more recent interactions, using an average lifetime of 7 days. _it is Full Path – 22.5% of credits are attributed to first interaction, lead creation, deal creation, and last interaction.
The remaining 10% is shared equally. _it is J -shaped : 20% of the credit is attributed to the first interaction and 60% to the conversion. The rest is distributed among the other interactions. The last two models, linear and time decay, provide more insight into the entire purchase cycle, while the rest are not technically multi-channel attribution, as they focus on a single touch point. That said, the best model will always depend on the situation of each company . For example, the time decay model is more appropriate for companies with long sales cycles, since closer interactions in time may have a greater impact on the final conversion.