Linear attribution is a multi-touch attribution model that assigns equal credit for a conversion to every tracked touchpoint in the customer journey within the attribution window. Instead of giving all credit to the first or last interaction, it spreads credit evenly across eligible marketing and sales touches, such as ad clicks, emails, webinars, and sales meetings.
How Linear Attribution Works
Linear attribution follows three basic steps:
- Define the conversion: for example, signup, demo request, opportunity created, or purchase
- Set the attribution window and eligible touches: which interactions count and how far back the system looks
- Split credit equally: each touchpoint receives the same fraction of credit
Example: If there are 5 eligible touches before a conversion, each touch gets 20% of the credit.
When Linear Attribution Is Useful
Linear attribution is often used when:
- Many touches contribute: long evaluation cycles with multiple channels
- Fairness is preferred: a simple way to recognize multiple influences
- Data quality is limited: fewer assumptions than position-based or algorithmic models
- Teams want an easy baseline: a starting point to compare with other models
It is commonly applied in B2B reporting where multiple campaigns and sales activities influence one deal.
Limitations of Linear Attribution
Linear attribution can be misleading when touches are not equally impactful:
- Over-credits minor touches: small interactions can get the same credit as high-intent actions
- Understates closing influence: late-stage actions like demos or negotiations may deserve more weight
- Sensitive to touchpoint volume: journeys with many logged touches dilute credit per touch
- Depends on tracking completeness: missing touches shift credit to what is recorded, not what happened
Many organizations compare linear results with other models and validate conclusions using experiments or incrementality tests.
Frequently Asked Questions
How is linear attribution different from first-touch and last-touch?
First-touch gives all credit to the first interaction. Last-touch gives all credit to the last interaction. Linear splits credit evenly across all eligible touches.
Does linear attribution include sales activities?
It can, if sales touches are tracked and included in the model rules, such as calls, meetings, and sequences.
What happens if a touchpoint is missing from tracking?
Linear attribution can only credit recorded touches, so missing data shifts credit to the remaining tracked interactions.
Is linear attribution good for budgeting decisions?
It can be a helpful baseline, but it may not reflect true incremental impact. Many teams pair it with tests and other attribution views.
What metrics are commonly reported with linear attribution?
Common outputs include attributed revenue, attributed pipeline, conversions by channel, and cost per attributed conversion.
