Which attribution model gives equal credit to all channels a customer interacts with before converting?

The correct answer is the linear attribution model. This model distributes equal credit to all the channels that a customer interacts with during their journey before they convert. By using the linear model, marketers can recognize the contributions of every touchpoint along the customer’s path to conversion, rather than favoring just the first or last interaction.

This approach is particularly beneficial for understanding the holistic impact of various marketing efforts, especially in complex customer journeys where multiple channels play a role. For example, if a customer interacts with an ad on social media, receives an email reminder, and then visits a website before making a purchase, the linear model would assign equal weight to each of these interactions, providing a more comprehensive view of the customer’s journey.

In contrast, other models, such as first-click or last-click attribution, allocate all of the credit to only one interaction, failing to account for the influence of other channels that might have contributed to the conversion. The position-based model gives different weights to different touchpoints, typically providing more credit to the first and last interactions, which does not reflect equal contribution across all channels.