Position-Based Attribution
Assigns 40% credit to first touch, 40% to last touch, and 20% among middle touchpoints.
Assigns 40% credit to first touch, 40% to last touch, and 20% among middle touchpoints.
Why It Matters
Position-based (U-shaped) attribution recognizes that discovery and conversion moments are typically most critical. This model balances crediting channels that bring customers in and ones that close sales, while still acknowledging nurturing touchpoints in between.
Practical Example
Scenario
A 5-touchpoint journey: YouTube ad → blog post → email → Instagram → Google Shopping. Using 40/40/20 position-based attribution on a $100 purchase.
Calculation
YouTube (first): $40 | Blog: $6.67 | Email: $6.67 | Instagram: $6.67 | Google (last): $40Result
Both awareness (YouTube) and conversion (Google) get significant credit, while middle touchpoints share the remainder.
Pro Tips
- 1Adjust the 40/40/20 split based on your business—brands with stronger discovery value might use 50/30/20
- 2Position-based is excellent for brands with distinct prospecting and retargeting strategies
- 3Use this model to justify brand awareness spend while still valuing conversion channels
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
