See every interaction shaping pipeline revenue attribution. Tune half-life, positions, and custom weights easily today. Download clean tables for meetings, audits, and forecasts quickly.
A sample five‑touch journey for a single closed deal.
| # | Channel | Touch date | Stage | Cost | Note |
|---|---|---|---|---|---|
| 1 | Paid Search | 2026-01-05 | Awareness | 450 | Keyword campaign click |
| 2 | Webinar | 2026-01-18 | Lead | 1200 | Demo registration |
| 3 | Email Nurture | 2026-02-01 | MQL | 60 | Sequence A response |
| 4 | Sales Call | 2026-02-10 | Opportunity | 0 | Discovery call |
| 5 | Direct | 2026-02-18 | Closed | 0 | Contract signed |
Pipeline journeys rarely move in a straight line. A typical B2B deal can include 5–12 measurable interactions across marketing and sales. When a single channel gets 100% of credit, budgets drift toward whatever happens last. Multi-touch attribution allocates revenue across the full sequence, so the activities that create demand and the actions that convert demand can both be funded with confidence.
Different weighting models answer different questions. First-touch highlights acquisition, last-touch emphasizes closing, and linear supports balanced execution. In the example journey used in this calculator, a $25,000 closed deal with five touches assigns $5,000 per touch under linear weighting. That single change often flips “top channel” rankings and helps teams explain why upper-funnel programs remain essential.
Time-decay compresses influence as touches get older. The calculator uses wᵢ = e^(−λ·Δtᵢ) with λ = ln(2)/half‑life, then normalizes shares to 100%. If half-life is 10 days, a touch 20 days before close carries roughly one quarter the raw weight of a touch on the close date. For shorter sales cycles, smaller half-lives sharpen the recent-touch signal.
Position-based approaches encode milestones that matter operationally. U-shaped assigns fixed weight to first and last touches, while W-shaped adds two milestone points such as “Lead” and “Opportunity.” If you set first=0.30, lead=0.20, opp=0.20, last=0.30, those four events receive 100% of the credit unless additional touches exist, in which case the remainder is distributed evenly.
Adding cost per touchpoint lets you compute attributed ROI per channel: (attributed value − cost)/cost. This helps separate expensive awareness that still pays back from spend that never converts. For instance, a webinar that earns $6,000 of credit against $1,200 cost produces 400% ROI, while an email touch earning $1,000 against $60 remains highly efficient.
Use consistent channel names, keep touchpoints in chronological order, and document model selection alongside each report. Many teams publish two views: linear for shared planning and time-decay for forecasting. Export the channel summary for pipeline reviews, then revisit half-life and milestone indexes quarterly as your cycle length, mix, and sales motion evolve. Store exports with the deal ID, owner, and close month for traceability across audit cycles.
Use linear for shared planning, first-touch for acquisition analysis, last-touch for closing influence, and time-decay when recency strongly predicts conversion. Position-based models work best when your team agrees on milestone definitions.
The calculator can still allocate credit using the touch sequence order. For time-decay accuracy, add dates whenever possible or set a conversion date so “days to close” is calculated consistently.
Enter any non‑negative weights per touchpoint and choose Custom Weights. The calculator normalizes them so the shares sum to 100%, then multiplies each share by the deal value.
Yes. Add a cost on each touchpoint. The channel table shows attributed ROI using (attributed value − cost) ÷ cost. If a channel has zero cost, ROI is shown as a dash.
Run one deal journey at a time, export the channel summary CSV, and combine exports in a spreadsheet. Sum attributed value and cost by channel to create a portfolio view for the quarter.
Standardize channel naming, keep touchpoints in chronological order, and track both digital and sales activities. Revisit half-life and milestone indexes quarterly, and validate outcomes against win rates, cycle length, and pipeline stages.
Important Note: All the Calculators listed in this site are for educational purpose only and we do not guarentee the accuracy of results. Please do consult with other sources as well.