For explanatory purposes, let us zoom into the first click linear attribution model.
The graph below shows the distribution of rewards given to the different touchpoints, the beginning of the customer journey receives most credits, building down towards the last ones, with 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, making the line more or less steep.