What is Position-Based Attribution?
Position-Based Attribution, also known as the U-Shaped Model, is a marketing attribution method that assigns more credit to the first and last touchpoints in a customer’s conversion journey. It helps marketers understand how early and final interactions contribute to a sale.
Why Position-Based Attribution matters?
Position-based attribution provides a balanced view of how both acquisition and conversion efforts drive results. It helps ecommerce brands see which channels introduce customers and which close sales — giving insight into the full funnel rather than overvaluing a single click or campaign.
How Position-Based Attribution works?
In the standard U-shaped model, 40% of credit goes to the first interaction (awareness), 40% to the last (conversion), and the remaining 20% is evenly divided among the touchpoints in between. For example, if a customer discovers a brand through a social ad, browses via email, and finally purchases through a Google ad, both the social and Google channels receive the largest portions of credit. Marketing platforms like Google Analytics and HubSpot support this model natively.
Example in ecommerce
A DTC home décor brand runs ads on Instagram (awareness), sends promotional emails (consideration), and retargets on Google (conversion). Using position-based attribution, the brand sees that Instagram and Google contribute most to completed purchases. They allocate more budget to these touchpoints while maintaining email for mid-funnel engagement.
Common mix-ups
Position-based attribution is often confused with linear attribution, which distributes credit equally across all touchpoints, or last-click attribution, which gives full credit to the final interaction. The position-based model specifically emphasizes the entry and exit points of the customer journey.
Best practices
- Use this model when both prospecting and retargeting channels are key to your marketing strategy.
- Calibrate credit weights (e.g., 30-30-40) to better match your business goals or sales cycle.
- Combine with cohort or multi-touch analysis for deeper insight into cross-channel behavior.
- Periodically validate model accuracy using experiments or marketing mix modeling (MMM).
- Integrate attribution reporting into your ad platforms to inform spend allocation in real time.
Industry benchmarks
- Many ecommerce brands using position-based attribution report 10–20% more accurate ROI insights compared to last-click models.
- Brands with complex, multi-channel funnels often achieve 15–30% higher efficiency in budget allocation after adopting multi-touch attribution models.
- U-shaped weighting (40/20/40) remains the most widely used configuration across ecommerce and DTC sectors.
Related terms
You made it all the way down here?
Might as well give us a shot, right? It'll change the way you approach CRO. We promise. In fact, our friend Nate over at Original Grain used element-level revenue data from heatmap to identify high-impact areas of his website to test, resulting in a 17% lift in Revenue per Session while scaling site traffic by 43%. Be like Nate. Try heatmap today.
