The U-Shaped Attribution Model gives the most credit to both the first and the last touchpoint of the customer journey, whilst it divides the rest of the credit to the touchpoints in-between. The first and the last touchpoint get 40% of the entire credit, and the remaining 20% are being distributed between the rest.

In Google Analytics, this model is referred as “Position Based Model”.

The model is part of multi-touch attribution, which means that it assigns value to more than one touchpoints, as opposed to traditional single-touch attribution models. It is very appropriate if you realize that your business needs more than two touchpoints to make a conversion.

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