Tracking
Linear attribution
Attribution model that splits credit equally across all path touchpoints.
Linear attribution splits conversion credit equally across every touchpoint in the user's journey. If the user saw 5 ads before converting, each ad gets 20% credit. Easier to understand than time-decay or position-based models but tends to over-credit cheap, low-intent touchpoints (Display retargeting impressions). Most useful in B2B with long, heavy-touch sales cycles; less common in direct-response affiliate.
Example
B2B SaaS with 12-touch average path uses linear attribution to spread MQL credit across LinkedIn ads (3 touches), webinar (1 touch), email (5 touches), search (3 touches) — guides quarterly budget allocation.