Understanding Basic Attribution

Attribution models are essential for measuring how your marketing efforts contribute to a conversion. They determine how credit is assigned to different touchpoints in a user’s journey—from the first click to the final purchase. Understanding these models helps you make smarter decisions about where to invest your ad budget and how to evaluate campaign success.
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Below are the three basic attribution models available in the Lebesgue app, along with real-world examples of how they work.
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What it is:
100% of the conversion credit goes to the first campaign the user interacted with.
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Best for:
Measuring which campaigns are the most effective at driving initial interest and awareness.
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Example:
A user clicks a Meta ad for your Spring Collection but doesn’t purchase right away. A few days later, they click a Google Shopping ad and make a purchase.
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​First Touch Attribution gives all the credit to the Meta ad, because it was the first interaction.
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What it is:
100% of the conversion credit goes to the last campaign the user clicked before purchasing.
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Best for:
Understanding which campaigns are best at converting users when they’re ready to buy.

Example:
A user clicks a TikTok ad introducing your brand, then later sees a Facebook retargeting ad and completes the purchase.
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​Last Touch Attribution gives all the credit to the Facebook ad.
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What it is:
Credit is evenly split across all campaigns the user interacted with before converting.
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Best for:
Getting a holistic view of how all your touchpoints contribute to a sale.
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Example:
A user interacts with a Pinterest ad → a Google ad → and finally a Meta ad before buying.
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​Linear Attribution splits the credit equally between the three campaigns, giving each ⅓ of the credit.
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If you’re unsure how to choose the right attribution model for your business, feel free to reach out:

We’re happy to help you understand your data and make the best decisions for your business.
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