Glossary/Measurement & Attribution/Position-Based Attribution (U-Shaped)
Measurement & Attribution
Position-Based Attribution (U-Shaped)
A multi-touch model that gives most credit, commonly 40% each, to the first and last touchpoints and splits the remainder among middle interactions.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Position-based attribution, or U-shaped attribution, is a multi-touch model that gives most conversion credit to the first and last touchpoints, commonly 40% each, and splits the remaining credit among the interactions in between. It reflects a view that introducing a customer and closing the conversion matter most, while still recognizing the middle of the journey.