What is the Position-based Attribution Model & When to Use

 One of the most balanced attribution model – Position-based (also known as U-shaped attribution), has been utilized by businesses all around the world to measure their digital marketing efforts. So what is it exactly? If you’re curious about how this framework works, stay tuned. In today’s blog post, we’ll delve into what the Position-based attribution model is. Also, we’ll discover how it works, and how you can leverage it to improve your marketing strategy.

What is the Position-based attribution model? 

Before we go into the definition of position-based attribution, let’s first go over a brief overview of multi-touch attribution models which provide in-depth insights into the customer journey and the effectiveness of your marketing activities. They offer a clear illustration of how different touchpoints contribute to conversions by allocating credit to each point. This will not only help businesses to optimize their marketing strategies but also plan their budget more efficiently.

The Position-Based Attribution Model, also known as the U-shaped Attribution Model, is a type of multi-touch attribution model. With this framework, the majority of credit goes to the first and last touchpoints of the customer’s journey. When visualized into a chart, the chart shape sort of resembles the letter “U”, hence the name “U-shaped”.