First and Last Touch
All the credit to the first or the last touchpoint. Simple, and useful as reference points.
Multi-Touch Attribution
Give Credit to the Journey, Not Just the Last Click
Most sales come after several touchpoints. OneTruth shares the value of each sale across them, so you can see what started the journey as well as what finished it.
The Problem With Last Click
Why Last Click Isn’t Enough
A customer might discover you through a Meta ad, come back through organic search, read an email and finally search your brand name. Last click gives all the credit to that final search. Cut the earlier channels on that evidence, and you may find fewer people reach the last step at all.
Worked Example
One £1,000 Sale, Five Touchpoints
The sale stays the same. Only the sharing rule changes, and every model adds up to the same total. Here’s an illustrative example:
| Touchpoint | Days before sale | First | Last | Linear | Time decay | U-shaped |
|---|---|---|---|---|---|---|
| Meta ad | 21 | £1,000 | £0 | £200 | £46 | £400 |
| Organic search | 14 | £0 | £0 | £200 | £93 | £67 |
| Paid search | 7 | £0 | £0 | £200 | £186 | £67 |
| 2 | £0 | £0 | £200 | £304 | £67 | |
| Brand search | 0 | £0 | £1,000 | £200 | £371 | £400 |
Figures rounded.
Attribution Shows Credit, Not Proof
Models share out credit for sales that were recorded. They don’t prove a sale wouldn’t have happened anyway. We’ll be straight with you about the difference.
FAQs
Frequently Asked Questions
Which Model Should I Use?
Start with position-based, which values what opens and closes a journey. Then compare the others: where they agree you can act with more confidence, and where they differ you’ve found something worth a closer look.
Do Direct and Organic Visits Count?
Yes. They’re touchpoints like any other, so your reports reflect the whole journey rather than only paid activity.
Do Phone Calls Get Multi-Touch Credit Too?
Yes. Where a call is linked to a visitor, its value is shared across the visits in that journey.