Position-Based Attribution
01 Definition
Position-Based Attribution meaning: Position-based attribution gives extra credit to the first and last touchpoints and less to the middle.
Position-based attribution, often called U-shaped, typically assigns 40 percent of the credit to the first touchpoint and 40 percent to the last, then splits the remaining 20 percent among the middle interactions. It values both discovery and the closing action.
Also called
Why it matters
How Position-Based Attribution fits the work
This model recognizes that first contact and final conversion often matter most, giving a middle ground between first-click and last-click thinking.
In context
For a sale with four touches, position-based gave the first and last 40 percent each and split 20 percent between the two middle ones.
Practical note
The 40-20-40 split is a common default but arbitrary, so the middle channels can be undercredited even when they did heavy nurturing work.