How Does The Full Path Attribution Model Calculate Credit?


If you are looking for how does the full path attribution model calculate credit? You have landed on the right page. Here we go! Attribution models make it easier to understand how leads get converted into customers, generate sales, and bring profits.

Attribution models are used to determine how credit or value is assigned to different touchpoints or channels in a customer’s journey. The “Full Path Attribution Model” would likely be a specific type of attribution model that considers the entire customer journey from the first interaction to the conversion or desired outcome. You can also learn about customer feedback tools.

What is the Full Path Attribution Model?

The full path attribution model is a marketing analytics model that offers a broad view of various marketing touchpoints and channels, resulting in a conversion. Unlike all other attribution models where credit is given to one or only a few touchpoints, in the full path attribution model, credit is given to all touchpoints.

How Does The Full Path Attribution Model Calculate Credit?

  • All credit is assigned to the last interaction that led to a conversion like a closed won deal.
  • Equal credit is assigned to all interactions that occurred before the conversion.
  • 22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.
  • More credit is given to interactions that happen closer in time to the conversion.

The Right answer is marked green above that is used to calculate credit by full path attribution mode.

Here is a step-by-step process in which the full path attribution model calculates credit:

1. Determining all touchpoints where the customers interact while making purchases. This includes search ads, social media ads, email campaigns, display ads, and more.

2. Once all touchpoints are determined, weights are assigned to all touchpoints based on the overall degree of influence that every touchpoint has on the purchasing decision.

3. With the weights and touchpoints, the customer journey is analyzed by the full path attribution model to determine the role of every touchpoint. This includes tracking interactions of customers and associated conversions like lead form submission.

4. After analyzing the customer’s journey, credits are allocated to every touchpoint that plays a significant role in the business conversions. Further, credits are assigned on the basis of the touchpoint’s position and weight.

5. After allocating credits to every touchpoint, the data is aggregated to show how various touchpoints and marketing channels resulted in conversions.

Frequently Asked Questions (FAQ’s)

1. How does the Full Path Attribution Model differ from other attribution models?

Full Path Attribution Model considers the entire customer journey. Some other models only first and last touch attribution.

2. What are the six major types of attribution models?

Six major types of attribution models include First Interaction, Linear, Time-Decay, Last Interaction, Last Non-Direct Click, and Position-Based attribution model.

3.What data is used in the Full Path Attribution Model?

This can include information on clicks, impressions, conversions, and other relevant events that contribute to the understanding of how a user progresses from awareness to conversion.

4. Can the Full Path Attribution Model incorporate machine learning or algorithmic approaches?

Yes, some advanced Full Path Attribution Models leverage machine learning or algorithmic techniques to analyze historical data and identify complex patterns of influence.

5. How does the Full Path Attribution Model handle situations where multiple touchpoints occur simultaneously?

The model may employ specific rules or algorithms to handle simultaneous touchpoints

6. How can businesses validate the effectiveness of the Full Path Attribution Model?

Businesses can use A/B testing, historical data analysis, and other evaluation methods to assess the accuracy of the Full Path Attribution Model.


In conclusion, it can be determined that the full path attribution model calculates credit by determining all underlying touchpoints, analyzing customer journeys, assigning weights to every touchpoint, aggregating data and allocating credit based on position and weight. By implementing the full path attribution model, marketers and business leaders can have a detailed understanding of various touchpoints and marketing channels, allowing them to make informed decisions and better marketing strategies for growth.

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