Attribution Models

Atribu supports 8 attribution models that determine how conversion credit is distributed across marketing touchpoints. Each model answers a different question about your customer journey.

How attribution works

Models at a glance

Last Touch

All credit goes to the last touchpoint before conversion.

Best for: Understanding what closes deals and drives the final decision.

API value: last_touch

Ad Click -> Email -> Blog Visit -> [Purchase]
  0%          0%        100%

First Touch

All credit goes to the first touchpoint that started the customer journey.

Best for: Understanding what drives initial awareness and brings people in.

API value: first_touch

Ad Click -> Email -> Blog Visit -> [Purchase]
  100%        0%        0%

Split 50/50

Credit split equally between the first and last touchpoints. Middle touches receive no credit.

Best for: Balancing awareness and closing without overcomplicating analysis.

API value: split_50_50

Ad Click -> Email -> Blog Visit -> [Purchase]
  50%          0%        50%

Linear

Credit distributed equally across all touchpoints in the conversion path.

Best for: Fair representation of every step in the customer journey.

API value: linear

Ad Click -> Email -> Blog Visit -> [Purchase]
  33.3%      33.3%     33.3%

Position-Based (U-Shaped)

40% to the first touch, 40% to the last touch, and the remaining 20% split equally among middle touches.

Best for: Emphasizing discovery and closing while still acknowledging the nurture phase.

API value: position_based

Ad Click -> Email -> Blog Visit -> [Purchase]
  40%         20%       40%

Time Decay

More credit to touchpoints closer to the conversion. Uses exponential decay from first to last touch.

Best for: Short sales cycles where recent interactions matter most.

API value: time_decay

Ad Click -> Email -> Blog Visit -> [Purchase]
  10%         30%       60%

Last Non-Direct

All credit to the last touchpoint that isn't "Direct" traffic. If a customer clicks an ad, then later types your URL directly, the ad gets credit.

Best for: Removing noise from direct visits to identify the real marketing driver.

API value: last_non_direct

Ad Click -> Email -> Direct Visit -> [Purchase]
  0%          100%       0% (ignored)

Custom Weighted

Custom weights per touchpoint position. Configured in your profile's attribution settings.

Best for: Businesses with a well-understood sales process that want full control.

API value: custom_weighted

Using models in the API

Pass the model parameter to any endpoint that supports attribution:

curl -H "Authorization: Bearer atb_live_YOUR_KEY" \
  "https://www.atribu.app/api/v1/overview?date_from=2026-03-01&date_to=2026-03-25&model=position_based"

const response = await fetch(
  "https://www.atribu.app/api/v1/overview?date_from=2026-03-01&date_to=2026-03-25&model=position_based",
  {
    headers: {
      Authorization: "Bearer atb_live_YOUR_KEY",
    },
  }
);
const data = await response.json();

import requests

resp = requests.get(
    "https://www.atribu.app/api/v1/overview",
    headers={"Authorization": "Bearer atb_live_YOUR_KEY"},
    params={
        "date_from": "2026-03-01",
        "date_to": "2026-03-25",
        "model": "position_based",
    },
)
data = resp.json()

Attribution windows

Attribution windows define how far back in time a touchpoint can receive credit for a conversion. These are configurable per profile.

Revenue and ROAS

The revenue and roas fields in API responses always reflect attributed cash revenue. Pipeline values appear in conversion counts but are never included in ROAS math.

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