The U-shaped attribution model or position based attribution model will grab all the touch points and clicks in the customer journey and assign them credit based on their position in the conversion path.

This model assumes that the most important touch points are the very first touch point at the beginning of the customer journey and the one taking place directly before a conversion. All the touch points and clicks in between only play a supplemental role.

Taking the example above, we would attribute each touch point like this:

• 35% of the conversion is attributed to Facebook ad #1
• 10% of the conversion is attributed to Google AdWords ad #1
• 10% of the conversion is attributed to Facebook ad #2
• 10% of the conversion is attributed to Google AdWords ad #2
• 35% of the conversion is attributed to Email Follow up

This is a highly recommended model for marketers who want to get involved with attribution models but are not sure which model will be most suitable for them.

This mode is not a perfect attribution model because it doesn’t suit all business and funnels, but it’s a very good attribution model that allows you to make smarter marketing decisions.