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Attribution models decide how credit is assigned to the touchpoints that led to a conversion. Stiddle lets you switch models per dashboard, report, or attribution table so you can view performance from multiple angles.

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Why attribution models matter

  • Aligns teams – Paid media, lifecycle, and sales can agree on what “counts” as success.
  • Prevents bias – Single-touch models over-index on one channel; multi-touch spreads credit across the journey.
  • Drives optimization – When you know which touchpoints influence outcomes, you can scale or trim budgets with confidence.

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Model breakdown

ModelDescriptionBest for
Last touch100% of credit goes to the final tracked interaction before conversion.Fast-moving funnels, retargeting validation, simple reporting.
First touchGives full credit to the first tracked interaction.Measuring top-of-funnel programs and campaign introductions.
LinearSplits credit equally across every tracked touch.Longer journeys where each step matters equally.
Phantom—Consideration cycles where recent interactions are more influential.
Seeker—Demand gen motions where intro and close activities are most important.
Endgame—Mature teams with lots of conversion data looking for precision.

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Switching models in Stiddle

  1. Open any dashboard or Attribution Table view.
  2. Click the Attribution model dropdown in the top toolbar.
  3. Select the model you want to apply; widgets and tables refresh automatically.
  4. Save the view or dashboard so teammates see the same model next time.
  1. Start broad – Use Linear or Position-based for weekly reporting so you do not miss key touches.
  2. Drill down – Switch to Last touch when auditing retargeting or branded search performance.
  3. Validate – Compare results with the Data-driven model to ensure your assumptions hold up.
  4. Document – Note the chosen model in dashboard descriptions so stakeholders interpret metrics correctly.

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Tips

  • Attribution windows matter as much as the model. Make sure your lookback window (e.g., 7, 28, 90 days) matches your sales cycle.
  • Offline conversions need consistent identifiers (email, phone, order ID) to participate in multi-touch models; connect your CRM or upload events.
  • When sharing reports externally, export separate PDFs for each model rather than mixing them in the same deck.
Still unsure which model fits your business? Reach out to your Stiddle CSM or [email protected] with details on your funnel length, channels, and goals for tailored guidance.