📊Attribution Budget Allocator

Compare channel contribution and optimal budget split across attribution models

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The remainder is automatically treated as other channels (social, display, etc.).

How to Use the Attribution Budget Allocator

Customers typically pass through search, social, display, and other channels before converting, but which channel gets credit depends heavily on the attribution model you choose. This calculator takes your search channel's contribution under both a last-click model and a linear model, then shows how each model would split your budget and how far apart the results are.

Last-click attribution assigns 100% credit to the final touchpoint before conversion, which is simple but tends to undervalue upper-funnel channels that build awareness. Linear attribution splits credit evenly across every touchpoint in the path, giving upper-funnel channels their due.

In practice, it's better to look at the gap between the two models rather than relying on just one. The larger the gap, the stronger the signal that your upper-funnel investment deserves a second look.

Frequently Asked Questions

What's the difference between last-click and linear attribution?

Last-click attribution gives 100% credit to the final touchpoint before conversion. Linear attribution splits credit evenly across every touchpoint in the path, recognizing the role of upper-funnel channels too.

Which model should I use to allocate budget?

Rather than relying on a single model, it helps to look at the gap between the two. Allocating purely on last-click can undervalue upper-funnel channels that drive awareness.