What Is U-Shaped Attribution?

Written by Indicative Team


U-Shaped Attribution Defined

U-Shaped Attribution is an attribution model which emphasizes and credits the first and last touchpoint a user encounters with more credit, than the touchpoints encountered in the middle of the customer journey. Specifically the first and last touch touchpoint encountered is given 40% of the conversion credit. The remaining 20% is distributed equally among all other touchpoints encountered in the journey.

U-shaped attribution is apart of the multi-touch attribution model and gives users a somewhat balanced look at the whole marketing strategy rather than one single-event, like the models do in single-touch attribution.

The negative side of this model of attribution is that it doesn’t give reasonable credit to  other marketing efforts beyond the first and last touch. If a business needs more than two touchpoints to make a conversion, this model will not acknowledge it effectively.

In Data Defined, we help make the complex world of data more accessible by explaining some of the most complex aspects of the field.

Click Here for more Data Defined.