Attribution
Linear attribution
Also called even credit.
Linear attribution is a multi-touch model that splits credit evenly across every touch in the path. It treats each touch as equally important.
How it is measured
For a path with N touches, each gets one Nth of the conversion value. A $120 order with four touches gives $30 to each. Repeat touches from the same channel add together.
Look at path length. When most paths are one or two touches, linear and last-click give nearly the same result. The model only matters when paths are long.
Worked example
A bridal-accessories store tracks paths for 85 orders averaging $210. The mean path has 3.6 touches across social, email, search, and a gift-registry referral.
Linear credit gives the gift-registry referral $4,800 of the $17,850 total, while last-click gave it $1,260. The store raises its partner program budget, though it checks the figure with a tagged promo code before committing.
How it differs
Linear attribution divides evenly. Multi-touch attribution is the family of models that share credit, and linear is its simplest member. Others weight by position or time.
Common errors
Using it where paths are mostly one touch. Counting repeat touches from one channel as many. Forgetting that equal credit does not equal equal influence. Applying it to a very long window. Reporting it without the path length.
In practice
Compute path length before choosing a model. If paths are short, keep it simple. If they are long, compare linear with time-decay and see which story fits your sales cycle.