U-Shaped Attribution Model

The U-Shaped Attribution Model assigns most credit for a conversion to the first and last interactions a customer has with a brand, such as the initial awareness and the final purchase moment. The middle steps, like research or comparison, receive some credit but less. This approach highlights the importance of both introducing the brand to new customers and closing the sale, recognizing that these two points have the most influence on whether someone makes a purchase. It provides a balanced view, emphasizing the start and end of the customer journey.