U-Shaped Attribution Defined

U-Shaped Attribution is an attribution model which emphasizes and credits the first and last touchpoint a user encounters with more credit, than the touchpoints encountered in the middle of the customer journey. Specifically the first and last touch touchpoint encountered is given 40% of the conversion credit. The remaining 20% is distributed equally among all other touchpoints encountered in the journey.

U-shaped attribution is apart of the multi-touch attribution model and gives users a somewhat balanced look at the whole marketing strategy rather than one single-event, like the models do in single-touch attribution.

The negative side of this model of attribution is that it doesn’t give reasonable credit to  other marketing efforts beyond the first and last touch. If a business needs more than two touchpoints to make a conversion, this model will not acknowledge it effectively.

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