The linear attribution model calculates credit by assigning equal weight to every interaction that took place prior to the conversion.
- Equal credit is assigned to all interactions that occurred before the conversion.
- 22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.
- More credit is given to interactions that happen closer in time to the conversion.
- All credit is assigned to the last interaction that led to a conversion like a closed won deal.
The correct answer is: Equal credit is assigned to all interactions that occurred before the conversion.
Explanation: The linear attribution model offers a balanced perspective on the customer’s journey by equally valuing each touchpoint leading up to a conversion. This approach is particularly beneficial for scenarios where prospects remain in the consideration phase for a prolonged duration. By distributing credit uniformly across all interactions, the linear model underscores the collective influence of all content and messaging throughout that period. It provides insights into the consistent value each touchpoint offers in guiding the prospect towards the final conversion.
HubSpot Inbound Marketing Lesson: Inbound Marketing Fundamentals