What is Position-Based Attribution?
Also known as: U-Shaped Attribution, W-Shaped Attribution
An attribution model that gives heavy credit to the first and last touchpoints, with the remainder split across middle touchpoints.
The detailed definition
U-shaped position-based attribution typically assigns 40% credit to the first touchpoint, 40% to the last, and 20% split across the middle. W-shaped adds a third anchor (often lead creation or trial signup) and splits 30/30/30/10. Both encode the same intuition: the first impression (introducing the brand) and the final pitch (closing the conversion) matter most, but the middle touchpoints aren't worthless. For most growth-stage teams running multi-channel paid acquisition, position-based is the best default — it credits demand-gen and demand-capture without zeroing out the middle, and it's defensible without ML.
Frequently asked about Position-Based Attribution
›What's the difference between U-shaped and W-shaped?
U-shaped credits two anchor points (first touch and last touch). W-shaped credits three (first touch, lead creation, last touch). Use U-shaped for ecommerce and direct-response; W-shaped for B2B funnels where lead-creation is a discrete, important step.
›Why is position-based often the best default?
It credits both demand-generation (first touch) and demand-capture (last touch) without overweighting either, and it's intuitive enough to explain in a board meeting. Data-driven attribution is theoretically more accurate but requires high conversion volume and is opaque. Linear and time-decay either credit the middle too generously or too little.
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