Question: How does the full path attribution model calculate credit?
- 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.
Explanation
The full path attribution model is used in HubSpot revenue attribution reporting. It gives major credit to four key conversion points: first interaction, contact creation, deal creation, and closed-won interaction. The remaining credit is distributed evenly across the other middle interactions. This model is useful when both marketing and sales touchpoints matter across the full customer journey.
Why the other options are incorrect
Equal credit describes a linear model, not full path attribution.
Time-based credit describes the time decay model, which weights more recent interactions more heavily.
Last interaction gives all credit to the final touchpoint and ignores earlier interactions.
Source for verification
https://knowledge.hubspot.com/reports/understand-attribution-reporting
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