Platform / Multi-Touch Attribution

Tie every touch
to revenue.

Compare eight attribution models side by side, across windows from 1 day to lifetime. Find the channels that get under-credited by your default, and the ones that don't deserve credit at all.

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attribution · model & window

Active model

First Touch · 28-day window

View data from new angles to spot hidden value
See how attribution models shift credit and impact decisions
Tailor reports to match your sales cycle and journey

Attribution Model

First Touch
Last Touch
First Touch, Source Specific
Last Touch, Source Specific
Linear
Linear Paid
U-Shaped
Last Non-Direct Touch

What you actually get

Eight models.
Every window.

First Touch

100% of credit goes to the first ad or channel that introduced the customer. Best for measuring brand and awareness investments.

Last Touch

100% of credit on the most recent click before conversion. The default in most CRMs — useful, but typically over-credits direct and branded search.

Last Non-Direct Touch

Same as Last Touch, but skip direct visits and credit the prior real touchpoint. Stops branded direct from drowning out paid acquisition.

First Touch — Source-Specific

Filter the journey to a chosen channel (e.g., Meta), then apply first-touch only to those touchpoints. Built for SaaS so paid sources don't get drowned out by organic.

Last Touch — Source-Specific

Filter the journey to a chosen channel, then apply last-touch only to those touchpoints. This is the recommended model inside Cometly's Ads Manager because it aligns most closely with how Meta and Google attribute conversions on their side.

Linear

Split credit evenly across every touchpoint in the journey. The fairest baseline when you don't know which model fits your funnel best.

Linear Paid

Split credit evenly across paid touches only — organic, direct, and email get nothing. Cleanly compares paid channels against each other.

U-Shaped

40% to the first touch, 40% to the last, and the remaining 20% split across every touchpoint in the middle. Rewards both discovery and closing.

Attribution windows

Pick the lookback that matches your sales cycle — 1, 7, 14, 30, 60, 90 days, or full lifetime LTV. Combine any window with any model on the fly.

Decisions, not spreadsheets

See which channels deserve
your next dollar.

When you model the full journey, credit shifts. Under-credited channels surface, over-credited ones fade, and you can defend spend to finance with numbers everyone agrees on, not platform defaults alone.

Same deals · two lenses

Influenced pipeline by channel

Window90 days

Flip models in Cometly to spot channels your default view undervalues, then move budget with evidence instead of gut feel.

ChannelLast touchMulti-touchShift

Meta Ads
34%28%
-6%
Google Ads
22%21%
-1%
LinkedIn Ads
9%18%
+9%
Other paid
12%15%
+3%

LinkedIn looked like a small line on last touch. Across the full journey it influences almost twice as much pipeline, enough to rethink ABM spend.

That is the kind of decision multi-touch attribution is for: where to scale, pause, and prove impact to your exec team.

FAQ

Multi-touch attribution questions we answer on almost every demo.

Models, windows, source-specific rules, and how Cometly stitches pixel + CRM + Stripe. Book a call and we'll show how each option reads on your campaigns.

Talk to sales

Which model should I use?

There's no single right answer, that's why Cometly ships all eight. Most B2B SaaS teams compare last-touch (their default) with linear, U-shaped, and source-specific to spot under-credited paid channels.

What attribution windows are supported?

Pick from 1 day, 7 day, 14 day, 30 day, 60 day, 90 day, or Lifetime (LTV). Short e-commerce cycles usually run on 1–7 day windows; B2B SaaS typically picks 30–90 day or lifetime so multi-month deals stay attributed.

What's source-specific attribution exactly?

Pick a paid source (e.g., Meta). Cometly filters the journey to only that source, then applies first-touch or last-touch to the filtered touchpoints. Built for SaaS so paid clicks aren't drowned out by organic touches at the top or bottom of the funnel.

What's the difference between Linear and Linear Paid?

Linear splits credit evenly across every touchpoint — paid, email, organic, direct. Linear Paid only counts paid touches (Google Ads, Meta, LinkedIn, etc.) so you can compare paid channels against each other without organic noise.

Can I change models retroactively?

Yes. Cometly stores raw touchpoint data and recomputes attribution on the fly. Switch models or windows in the Report Builder and see the same conversions through a different lens immediately.

Stop guessing on credit.
See what really drives revenue.

See the same conversions through every attribution model side-by-side — and find the channels you've been under-crediting and the ones quietly burning budget.