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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.
PhantomAI dynamically credits First Click 85% - 115%A better First Click model, enhanced with AI to account for untracked conversions, focusing on the initial touchpoint while considering subsequent interactions.
SeekerAI dynamically credits any touchpoint 0% - 100%A better Linear model with AI to dynamically adjust credit to each touchpoint and account for untracked conversions, analyzing interactions based on intent and performance.
EndgameAI dynamically credits Last Click 85% - 115%A better Last Click model, prioritizing the final interaction with AI enhancement, yet acknowledging earlier engagements and accounting for untracked conversions.

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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 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 AI models to ensure your assumptions hold up.
Still unsure which model fits your business? Reach out to Stiddle support or [email protected] with details on your funnel length, channels, and goals for tailored guidance.