Lead Generation Analytics & Attribution: First-Touch vs W-Shaped Models
Engineering Review: LiveLeads4Less Pipeline Directorate
B2B sales cycles span multiple months and dozens of touchpoints. W-shaped attribution properly credits the first touch, lead creation touch, and opportunity creation touch.
1. Multi-Touch Attribution Weighting Models
- First-Touch Attribution: 100% credit to the initial brand discovery channel (over-values top-of-funnel ads).
- Last-Touch Attribution: 100% credit to the final conversion page (over-values brand search).
- W-Shaped Attribution: 30% First Touch, 30% Lead Creation, 30% Opp Creation, 10% Middle Touches (True Enterprise Standard).