The linear attribution model is the first model that captures the true nature of channel overlap during the customer journey.

The linear model takes into account all touchpoints and clicks that can be attributed to a single conversion and aims to assign them equal credit.

Taking the example above, all touchpoints are being attributed the same amount, 20% of the conversion value.

This model is quite useful if we want to get the full overview of the customer journey and if we know that each touchpoint can be valued equally (which rarely ever happens).

The disadvantage of this model is that it is unable to weigh up the importance of each individual touch point and click. In most cases, not every touchpoint or click will have the same impact on the final conversion – some touchpoints will influence a conversion more than others.