How it works in Collabre
Each conversion path is read as an ordered list of touchpoints. First-click is the mirror image of last-click: the full conversion, and its value, goes to the first one in the list.
It answers the question of which channels bring people in. It ignores everything that happened afterwards, so it overstates discovery channels and understates the content that closed the sale. It suits awareness Campaigns best, read beside a model that spreads the credit.
The five models in Collabre
Collabre offers five attribution models: last-click, first-click, linear, time-decay and position-based. The model is picked per report rather than once for the Workspace, so an awareness Campaign and a direct response Campaign can each be read with the model that suits it. Use the same model when you compare two periods.