> ## Documentation Index
> Fetch the complete documentation index at: https://help.stiddle.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding attribution models

> Compare the attribution models available inside Stiddle so you can pick the best one for your funnel.

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.

## 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.

## Model breakdown

| Model           | Description                                                             | Best for                                                                                                                                                                     |
| --------------- | ----------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Last touch**  | 100% of credit goes to the final tracked interaction before conversion. | Fast-moving funnels, retargeting validation, simple reporting.                                                                                                               |
| **First touch** | Gives full credit to the first tracked interaction.                     | Measuring top-of-funnel programs and campaign introductions.                                                                                                                 |
| **Linear**      | Splits credit equally across every tracked touch.                       | Longer journeys where each step matters equally.                                                                                                                             |
| **Phantom**     | AI 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.             |
| **Seeker**      | AI 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. |
| **Endgame**     | AI 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.           |

## 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.

## Recommended workflow

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 [hello@stiddle.com](mailto:hello@stiddle.com) with details on your funnel length, channels, and goals for tailored guidance.