# Attribution

Understand which touchpoints drive conversions.

## What is Multi-Touch Attribution?

**Traditional analytics** gives all credit to the last click:

```
User clicked your link → User booked → Last click gets 100% credit
```

**Multi-touch attribution** recognizes that conversions happen because of multiple touchpoints:

## Why This Matters

### The Multi-Touchpoint Reality

Microsoft research shows AI search journeys have **4.2 touchpoints on average** before conversion. Each touchpoint influences the decision.

**Example journey**:

```
Day 1: User asks "coffee shops in Portland"
  → Your business: Impression (brand awareness)

Day 2: User asks "coffee with outdoor seating"
  → Your business: Citation (consideration)

Day 3: User asks "Artisan Coffee vs Stumptown"
  → Your business: Comparison (evaluation)

Day 4: User asks "book table at Artisan Coffee"
  → Your business: CONVERSION
```

**Traditional analytics**: Only sees Day 4 (the booking)\
**Multi-touch attribution**: Sees all 4 days and assigns value to each

### Real Business Impact

Businesses using multi-touch attribution see:

* **60% better ROI measurement** (understand true value of each touchpoint)
* **40% more efficient marketing** (invest in what actually works)
* **2x better optimization** (know which touchpoints to improve)
* **Predictive insights** (identify high-value touchpoint patterns)

## Touchpoint Types

### Impression

**What it is**: Your business appeared in an AI response

**Value**: Brand awareness, top-of-funnel

**Example**:

```
User: "Coffee shops in Portland"
AI: "Popular options include Artisan Coffee, Stumptown, and Blue Star..."

Your business = 1 impression touchpoint
```

### Citation

**What it is**: AI quoted or specifically referenced your business

**Value**: Credibility building, mid-funnel

**Example**:

```
User: "Tell me about Artisan Coffee"
AI: "Artisan Coffee is known for their single-origin beans..."

Your business = 1 citation touchpoint
```

### Comparison

**What it is**: Your business appeared in a side-by-side comparison

**Value**: Decision support, late-funnel

**Example**:

```
User: "Compare Artisan Coffee and Stumptown"
AI: [Provides comparison table]

Your business = 1 comparison touchpoint
```

### Click

**What it is**: User clicked through to your profile or booking page

**Value**: High intent, conversion-ready

**Example**:

```
User clicks "Book at Artisan Coffee" button

Your business = 1 click touchpoint
```

## Attribution Models

### 1. First-Touch Attribution

**How it works**: 100% credit to the first touchpoint\
**Best for**: Understanding awareness channels\
**Use case**: "Which touchpoint introduces users to my business?"

### 2. Last-Touch Attribution

**How it works**: 100% credit to the last touchpoint before conversion\
**Best for**: Understanding conversion triggers\
**Use case**: "What finally convinces users to convert?"

### 3. Linear Attribution (Recommended)

**How it works**: Equal credit to all touchpoints\
**Best for**: Balanced view of the entire journey\
**Use case**: "All touchpoints matter equally"

**Example**:

```
Journey: Impression → Citation → Comparison → Click

Attribution (4 touchpoints):
- Impression: 25% ($25)
- Citation: 25% ($25)
- Comparison: 25% ($25)
- Click: 25% ($25)
```

### 4. Time-Decay Attribution

**How it works**: More credit to recent touchpoints (exponential decay)\
**Best for**: Emphasizing touchpoints closer to conversion\
**Use case**: "Recent touchpoints have more influence"

### 5. Position-Based Attribution (U-Shaped)

**How it works**: 40% to first, 40% to last, 20% to middle touchpoints\
**Best for**: Emphasizing awareness and conversion\
**Use case**: "First and last touchpoints are most important"

## Your Dashboard

### Overview Tab

**Key Metrics**:

```
Total Conversions:        456
Total Conversion Value:   $45,600
Avg Touchpoints:          4.2
Avg Time to Conversion:   6.8 days

Attribution by Type (Linear Model):
- Impressions:   $11,400 (25%)
- Citations:     $15,960 (35%)
- Comparisons:   $9,120 (20%)
- Clicks:        $9,120 (20%)

Assisted Conversions:     389 (85%)
Assisted Value:           $27,360 (60%)
Assist Ratio:             1.5x
```

### Touchpoint Value Tab

See the value of each touchpoint type:

```
Touchpoint Performance (Linear Model)

Impressions:
  Total: 1,247 touchpoints
  Attributed Value: $11,400
  Avg Value per Touchpoint: $9.14
  Conversion Contribution: 25%

Citations:
  Total: 892 touchpoints
  Attributed Value: $15,960
  Avg Value per Touchpoint: $17.89
  Conversion Contribution: 35%

Comparisons:
  Total: 234 touchpoints
  Attributed Value: $9,120
  Avg Value per Touchpoint: $38.97
  Conversion Contribution: 20%

Clicks:
  Total: 156 touchpoints
  Attributed Value: $9,120
  Avg Value per Touchpoint: $58.46
  Conversion Contribution: 20%
```

**Insight**: Citations have the best balance of volume and value. Comparisons and clicks have higher value but lower volume.

### Model Comparison Tab

Compare different attribution models:

```
Attribution Model Comparison

First-Touch Model:
- Impressions: $22,800 (50%)
- Citations: $18,240 (40%)
- Comparisons: $4,560 (10%)
- Clicks: $0 (0%)

Last-Touch Model:
- Impressions: $0 (0%)
- Citations: $4,560 (10%)
- Comparisons: $13,680 (30%)
- Clicks: $27,360 (60%)

Linear Model (Recommended):
- Impressions: $11,400 (25%)
- Citations: $15,960 (35%)
- Comparisons: $9,120 (20%)
- Clicks: $9,120 (20%)

Time-Decay Model:
- Impressions: $4,560 (10%)
- Citations: $9,120 (20%)
- Comparisons: $13,680 (30%)
- Clicks: $18,240 (40%)

Position-Based Model:
- Impressions: $18,240 (40%)
- Citations: $4,560 (10%)
- Comparisons: $4,560 (10%)
- Clicks: $18,240 (40%)
```

**Which model to use?**

* **Linear**: Most balanced, recommended for most businesses
* **Time-Decay**: If recent touchpoints matter more
* **Position-Based**: If first impression and final push matter most
* **First-Touch**: To optimize awareness campaigns
* **Last-Touch**: To optimize conversion tactics

### Journey Analysis Tab

See individual conversion journeys:

```
Conversion #12345 - $100 booking

Timeline:
[Day 1] Impression
  "coffee shops in Portland"
  Linear: $25 | Time-Decay: $10 | Position: $40

[Day 2] Citation (secondary)
  "coffee with outdoor seating"
  Linear: $25 | Time-Decay: $15 | Position: $10

[Day 3] Citation (primary)
  "Artisan Coffee menu and prices"
  Linear: $25 | Time-Decay: $30 | Position: $10

[Day 4] Click
  "book table at Artisan Coffee"
  Linear: $25 | Time-Decay: $45 | Position: $40

Journey Metrics:
- Total touchpoints: 4
- Duration: 3 days
- Pattern: Steadily increasing intent
- Conversion value: $100
```

## Assisted Conversions

### What Are Assisted Conversions?

**Assisted conversions** are conversions where multiple touchpoints contributed, not just the last one.

**Example**:

```
Journey: Impression → Citation → Click → Booking

Last-Touch View:
- Click gets 100% credit
- Impression and Citation get 0% credit

Assisted Conversion View:
- Click gets 40% credit (last touch)
- Impression and Citation get 60% credit (assisted)
- Assist Ratio: 60% / 40% = 1.5x
```

### Why Assisted Conversions Matter

**High assist ratio** (1.5x+) means:

* Multiple touchpoints are working together
* Users need several interactions before converting
* Early touchpoints (impressions, citations) are valuable
* Don't optimize only for last-touch conversions

**Low assist ratio** (<0.5x) means:

* Users convert quickly after first touch
* Last touchpoint is most important
* Focus on conversion optimization
* Less need for multi-touch strategy

### Your Assisted Conversion Metrics

```
Assisted Conversion Analysis

Total Conversions: 456

Single-Touch Conversions: 67 (15%)
  Users converted on first touchpoint
  Avg value: $95

Multi-Touch Conversions: 389 (85%)
  Users needed multiple touchpoints
  Avg value: $105
  Avg touchpoints: 4.8

Assisted Conversion Value: $27,360 (60%)
  Value attributed to non-last-touch

Last-Touch Value: $18,240 (40%)
  Value attributed to last touch

Assist Ratio: 1.5x
  Assisted value / Last-touch value

Insight: Most conversions are multi-touch. Early touchpoints
(impressions, citations) are critical to your success.
```

## Touchpoint Patterns

### High-Value Patterns

**Pattern 1: Citation → Comparison → Click**

* Avg conversion rate: 75%
* Avg value: $120
* Why it works: User researches, evaluates, then acts

**Pattern 2: Impression → Citation → Citation → Click**

* Avg conversion rate: 68%
* Avg value: $110
* Why it works: Multiple citations build trust

**Pattern 3: Comparison → Click**

* Avg conversion rate: 82%
* Avg value: $130
* Why it works: User already knows options, ready to decide

### Low-Value Patterns

**Pattern 1: Impression → Impression → Impression**

* Avg conversion rate: 12%
* Avg value: $85
* Why it fails: No progression to deeper engagement

**Pattern 2: Citation → Impression**

* Avg conversion rate: 18%
* Avg value: $90
* Why it fails: User moving backward in journey

**Pattern 3: Click → No follow-up**

* Avg conversion rate: 25%
* Avg value: $95
* Why it fails: Single touchpoint, no relationship building

## How to Optimize Attribution

### Increase Touchpoint Value

**For Impressions**: ✅ Appear in more AI responses ✅ Get mentioned in summary sections ✅ Improve profile completeness ✅ Add unique, quotable content

**For Citations**: ✅ Earn primary citation placements ✅ Provide detailed, specific information ✅ Share insider tips and local secrets ✅ Keep content fresh and updated

**For Comparisons**: ✅ Highlight unique differentiators ✅ Show clear pricing and value ✅ Maintain high ratings ✅ Respond to reviews

**For Clicks**: ✅ Make booking easy and obvious ✅ Show real-time availability ✅ Provide clear calls-to-action ✅ Optimize profile for conversion

### Optimize Journey Patterns

**Encourage multi-touch journeys**:

* Provide comprehensive information (users return for more)
* Create exclusive content (users come back to access it)
* Build trust over time (users need multiple exposures)
* Make it easy to re-engage (clear next steps)

**Reduce friction between touchpoints**:

* Consistent messaging across all touchpoints
* Clear progression from awareness to conversion
* Easy booking at any stage
* No dead ends or confusion

### Balance First-Touch and Last-Touch

**Invest in first-touch** (awareness):

* Profile optimization
* Content creation
* Category positioning
* Brand building

**Invest in last-touch** (conversion):

* Booking optimization
* Availability display
* Pricing clarity
* Call-to-action strength

**Don't neglect middle touches** (consideration):

* Detailed service descriptions
* Customer testimonials
* Comparison-friendly content
* Trust signals

## Advanced Insights

### Conversion Path Length

```
Path Length Analysis

1 touchpoint: 67 conversions (15%)
  Avg value: $95
  Avg time: 0 days

2-3 touchpoints: 189 conversions (41%)
  Avg value: $102
  Avg time: 2.3 days

4-5 touchpoints: 145 conversions (32%)
  Avg value: $108
  Avg time: 5.1 days

6+ touchpoints: 55 conversions (12%)
  Avg value: $115
  Avg time: 9.8 days

Insight: Longer paths have higher value but take more time.
Balance quick wins (1-3 touchpoints) with relationship
building (4+ touchpoints).
```

### Time to Conversion

```
Time to Conversion Analysis

Same day: 89 conversions (20%)
  Avg touchpoints: 1.8
  Avg value: $98

1-3 days: 167 conversions (37%)
  Avg touchpoints: 3.2
  Avg value: $104

4-7 days: 123 conversions (27%)
  Avg touchpoints: 4.8
  Avg value: $110

8+ days: 77 conversions (17%)
  Avg touchpoints: 6.2
  Avg value: $118

Insight: Longer consideration periods lead to higher value
conversions. Don't rush users - nurture the relationship.
```

### Touchpoint Sequence Impact

```
Most Effective Sequences

1. Citation → Comparison → Click
   Conversion rate: 75%
   Avg value: $120

2. Impression → Citation → Citation → Click
   Conversion rate: 68%
   Avg value: $110

3. Comparison → Click
   Conversion rate: 82%
   Avg value: $130

4. Impression → Citation → Comparison → Citation → Click
   Conversion rate: 71%
   Avg value: $125

5. Citation → Click
   Conversion rate: 65%
   Avg value: $105

Insight: Comparisons late in the journey signal high intent.
Multiple citations build trust and increase value.
```

## API Access

Access attribution data programmatically:

```bash
GET /api/v1/business/analytics/attribution
```

**Parameters**:

```json
{
  "businessId": "business-123",
  "startDate": "2025-11-01",
  "endDate": "2025-11-30",
  "model": "linear", // or "firstTouch", "lastTouch", "timeDecay", "positionBased"
  "includeJourneys": true
}
```

**Response**:

```json
{
  "success": true,
  "data": {
    "summary": {
      "totalConversions": 456,
      "totalConversionValue": 45600,
      "avgTouchpointsPerConversion": 4.2,
      "avgTimeToConversion": 587520
    },
    "attributionByType": {
      "impression": {
        "value": 11400,
        "percentage": 25,
        "count": 1247
      },
      "citation": {
        "value": 15960,
        "percentage": 35,
        "count": 892
      },
      "comparison": {
        "value": 9120,
        "percentage": 20,
        "count": 234
      },
      "click": {
        "value": 9120,
        "percentage": 20,
        "count": 156
      }
    },
    "assistedConversions": 389,
    "assistedConversionValue": 27360,
    "assistRatio": 1.5
  }
}
```

[View API reference →](https://amistan.gitbook.io/aidp-docs/for-developers/api-reference/analytics)

## FAQs

**Q: Which attribution model should I use?**\
A: Start with Linear for a balanced view. Use Time-Decay if recent touchpoints matter more, or Position-Based if first and last touches are most important.

**Q: What's a good assist ratio?**\
A: 1.0-2.0x is typical for AI search. Higher means multi-touch journeys are important. Lower means users convert quickly.

**Q: How do I increase touchpoint value?**\
A: Focus on earning primary citations and comparison appearances. These have the highest value per touchpoint.

**Q: Should I optimize for first-touch or last-touch?**\
A: Both! First-touch builds awareness, last-touch drives conversion. Most successful businesses invest in the entire journey.

**Q: Can I export attribution data?**\
A: Yes! Use the API or export from your dashboard (CSV, JSON).

**Q: How is conversion value calculated?**\
A: Default is $100 per conversion. You can set custom values based on your actual booking values.

## Next Steps

* [View Upstream Metrics](https://amistan.gitbook.io/aidp-docs/for-business-owners/analytics/upstream-metrics)
* [Understand Intent Journeys](https://amistan.gitbook.io/aidp-docs/for-business-owners/analytics/intent-journeys)
* [See Competitive Benchmarks](https://amistan.gitbook.io/aidp-docs/for-business-owners/analytics/benchmarking)
* [Optimize Your Content](https://amistan.gitbook.io/aidp-docs/for-business-owners/profile-setup/exclusive-content)

***

**Questions?** Contact <support@aidp.dev> or join our [GitHub Discussions](https://github.com/aidp/platform/discussions)