Position-Based Attribution, also known as U-shaped attribution, is a multi-touch attribution model that assigns credit to multiple touchpoints in a customer's journey while emphasizing the first and last interactions. This model recognizes that both the initial touchpoint that introduced a prospect…Position-Based Attribution, also known as U-shaped attribution, is a multi-touch attribution model that assigns credit to multiple touchpoints in a customer's journey while emphasizing the first and last interactions. This model recognizes that both the initial touchpoint that introduced a prospect to your brand and the final touchpoint that led to conversion play crucial roles in the customer journey.
In a typical Position-Based Attribution model, 40% of the conversion credit goes to the first touchpoint, 40% goes to the last touchpoint, and the remaining 20% is distributed evenly among all the middle interactions. This distribution acknowledges that the first interaction sparked initial awareness and interest, while the final interaction sealed the deal.
For example, if a customer first discovered your company through a blog post, then engaged with social media content, downloaded an ebook, and finally converted after receiving an email campaign, the blog post and email would each receive 40% credit, while the social media and ebook interactions would split the remaining 20%.
This attribution model is particularly valuable for businesses with longer sales cycles or complex buyer journeys. It provides a more nuanced understanding than single-touch models like first-touch or last-touch attribution, which can oversimplify the conversion process.
Position-Based Attribution helps marketers identify which channels are most effective at generating new leads and which are best at closing deals. This insight enables better budget allocation and campaign optimization. However, it may undervalue the nurturing touchpoints in the middle of the funnel that help move prospects toward conversion.
In HubSpot, marketers can leverage Position-Based Attribution reports to analyze their marketing performance and make data-driven decisions about resource allocation. Understanding this model is essential for creating comprehensive marketing strategies that address every stage of the buyer's journey effectively.
Position-Based Attribution: Complete Guide for HubSpot Inbound Marketing Certification
What is Position-Based Attribution?
Position-Based Attribution, also known as U-shaped attribution, is a multi-touch attribution model that assigns credit for a conversion across multiple touchpoints in the customer journey. This model gives 40% of the credit to the first interaction, 40% to the last interaction, and distributes the remaining 20% equally among all middle touchpoints.
Why is Position-Based Attribution Important?
Understanding position-based attribution is crucial for marketers because it recognizes that both the initial discovery and the final conversion touchpoints play significant roles in the customer journey. This model acknowledges that:
• The first touch introduces your brand to potential customers • The last touch closes the deal and drives the conversion • Middle interactions nurture and maintain engagement
This balanced approach helps marketers allocate budgets more effectively across channels that both attract new leads and convert existing ones.
How Position-Based Attribution Works
Example Scenario: A customer journey includes five touchpoints: Organic Search → Social Media Ad → Email Newsletter → Blog Post → Paid Search Ad (conversion).
Credit distribution would be: • Organic Search (first touch): 40% • Social Media Ad: 6.67% • Email Newsletter: 6.67% • Blog Post: 6.67% • Paid Search Ad (last touch): 40%
Advantages of Position-Based Attribution
• Balances recognition between awareness and conversion efforts • Provides a more holistic view than single-touch models • Helps justify investments in both top-of-funnel and bottom-of-funnel activities • Suitable for businesses with longer sales cycles
Limitations to Consider
• The 40-40-20 split is arbitrary and may not reflect true influence • Middle touchpoints may be undervalued • Requires robust tracking across all channels
Exam Tips: Answering Questions on Position-Based Attribution
Key Points to Remember:
1. Memorize the percentage split: 40% first touch, 40% last touch, 20% distributed among middle touchpoints
2. Know the alternative names: Position-based attribution is also called U-shaped attribution due to how the credit distribution looks when graphed
3. Understand when to use it: Position-based works best for businesses that value both lead generation and conversion equally
4. Compare with other models: Be prepared to distinguish position-based from first-touch, last-touch, linear, and time-decay attribution models
5. Calculation questions: If given a scenario with multiple touchpoints, calculate the credit by assigning 40% to first, 40% to last, and dividing 20% by the number of remaining middle interactions
Common Exam Question Types:
• Scenario-based questions asking which attribution model applies • Calculation questions requiring you to determine credit percentages • Questions comparing position-based to other attribution models • Questions about when position-based attribution is most appropriate
Quick Reference Formula:
First Touch = 40% Last Touch = 40% Each Middle Touch = 20% ÷ (total touchpoints - 2)