The First Click Linear attribution model is created by Odyssey Attribution and gives most of the credit to the first touchpoint and then linearly decreases the amount of value as the touchpoint is further away from the first touchpoint.

For explanatory purposes, let us zoom into the first click linear attribution model.

The graph below shows the distribution of credit given to the different touchpoints in the customer journey. In this model, the beginning of the customer journey receives most credits, declining until the last one gets the least credits. The total surface in this example is derived from a maximum media spend of 20%. The breakdown of the rewards is indicated by the percentages on the bottom.

This is Odyssey’s definition of First Click Linear, and merely a starting point. There are many different ways to distribute the maximum media spend over all of the touchpoints. This depends on the chosen media spend and the iteration of the model you intend to use, making the line more or less steep.

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