Types of Attribution Models

Align.ly Attribution supports 5 different types of attribution models. Each of the 5 attribution models can be run for sourced, accelerated, and influenced as well as for account-based or opportunity-based attribution. This means there are over 30 different ways you can calculate attribution!

First Touch

  • First engagement within a specified time frame (sourced, accelerated, influenced).
  • Given 100% weight

Example for First Touch Sourced:

Last Touch

  • Last engagement within a specified time frame (sourced, accelerated, influenced).
  • Given 100% weight

Example for Last Touch Sourced:

Equal Weight

  • Each engagement within a specified time frame is given equal weight.

Example for Equal Weight Sourced:

U-Shaped

  • More weight is given to first and last touches within a specified time frame.
  • 40% to first touch, 40% to last touch, remaining 20% is distributed equally to all other touches

Example for U-Shaped Sourced

Time Decay

  • Most recent engagement is weighted more than older engagement
  • Rate of decay is configurable

Example for Time Decay Sourced

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