New Attribution Model: U-Shaped Attribution

We’ve just added a powerful new option to your attribution toolkit: U-Shaped Attribution.

This multi-touchpoint model helps you understand the true impact of both the first interaction that introduced a customer to your brand and the last touchpoint that closed the deal, while still giving credit to the journey in between.

Here’s how it works:

• 40% credit goes to the first touchpoint/click (the starting point of the journey).

• 40% credit goes to the last touchpoint/click (the final driver of conversion).

• The remaining 20% is distributed evenly across all middle touchpoints (the nurturing steps along the way).

This model gives you a clearer view of how top-of-funnel prospecting campaigns and bottom-of-funnel closing campaigns work together to generate revenue, while still recognizing the supporting touchpoints in the middle.

👉 You can now select U-Shaped Attribution directly within your attribution settings, alongside other models like First Click, Last Click, Linear, and more.

Use this new model to better allocate spend across campaigns, optimize your funnel, and gain deeper insight into how your ads truly drive growth.