Understanding Advanced Attribution

Once you’ve mastered the basics of attribution, advanced models help you dig deeper into how multiple touchpoints contribute to a conversion. These models are ideal for businesses that want more nuanced insights into their customers’ paths to purchase.
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Advanced attribution models can influence how you value each ad interaction—whether you're trying to optimize ROAS, allocate budget, or understand where your brand is driving the most influence.
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Here are the advanced attribution models available in Lebesgue.
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What it is:
Each campaign or ad in a customer’s path to purchase receives 100% of the credit.
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Best for:
Understanding the impact of every single touchpoint and identifying campaigns that assist conversions—even if they didn’t happen last.
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Example:
A user interacts with 4 campaigns before converting. Full Credit Attribution assigns 100% conversion credit to all 4 campaigns, meaning the total credit is duplicated across each.
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Useful for understanding assist value of campaigns, but keep in mind that this model inflates conversion numbers for reporting purposes.
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What it is:
Credit is distributed based on how recent each touchpoint was. The closer the touchpoint is to the conversion, the more credit it receives.
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Best for:
Highlighting campaigns that help close the sale while still giving value to earlier interactions.
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Example:
A user sees a Meta ad 10 days before purchase, a Google ad 3 days before purchase, and clicks a retargeting TikTok ad just before buying.
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The TikTok ad will receive the most credit, the Google ad less, and the Meta ad the least.
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Great for businesses with longer sales cycles or multiple ad touches over time.
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What it is:
Also called U-Shaped attribution, this model gives the first and last touchpoints the most credit—typically 40% each—and divides the remaining 20% among the middle interactions.
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Best for:
Tracking both initial discovery and the final conversion driver, while still acknowledging supporting campaigns in between.
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Example:
A user interacts with a Meta ad (first), a Google ad, a Pinterest ad, and a TikTok ad (last) before converting.
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The Meta and TikTok ads each get 40% credit, and the Google and Pinterest ads split the remaining 20% (10% each).
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Ideal if you value both awareness and conversion equally in your funnel.
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There’s no one-size-fits-all approach. The best attribution model depends on your goals:

Many businesses also switch between models to analyze their performance from multiple perspectives—and with Lebesgue, you can do that with a single click.
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If you need help understanding or switching attribution models, we’re here to help:

We’re here to make attribution work for your unique business needs.
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