--- title: "Multi-Touch Attribution | Cometly" description: "Cometly's multi-touch attribution maps every touchpoint to revenue, so your team can prove ROI and confidently scale the channels that actually work." source: "https://www.cometly.com/platform/attribution" --- 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. Get started 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. Credit by channel 1 conversion Google 100% Email 0% Meta 0% Organic 0% ### 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. Google 0% Organic 100% ### 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. Credit by channel direct excluded Meta 100% Direct 0% ### 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. Credit by channel filter: Meta Meta · 1 100% Meta · 2 0% ### 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. Meta · 1 0% Meta · 2 100% ### Linear Split credit evenly across every touchpoint in the journey. The fairest baseline when you don't know which model fits your funnel best. Credit by channel even split Google 25% Email 25% Meta 25% Organic 25% ### Linear Paid Split credit evenly across paid touches only — organic, direct, and email get nothing. Cleanly compares paid channels against each other. Credit by channel paid only Google 50% Meta 50% ### 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. Credit by channel 40 / 10 / 10 / 40 Google 40% Email 10% Meta 10% Organic 40% ### 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. Attribution window 30d selected 1d 7d 14d 30d 60d 90d LTV Short cycles Long cycles 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 Window 90 days Flip models in Cometly to spot channels your default view undervalues, then move budget with evidence instead of gut feel. Channel Last touch Multi-touch Shift - 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.